產品名稱是消費者所接收到最直接的產品資訊。適當的產品命名能引起消費 者的注意與共鳴，好的產品命名還能引發消費者正面的聯想與產品態度，不好的 產品命名則可能引起消費者的疑慮與不信任。 本研究探討產品命名方式(非典型/典型；非具體/具體屬性/具體利益)在不 同認知需求(高/低)、消費者情緒(正面/負面)，以及產品類型(高度產品涉入/ 低度產品涉入)之下，對消費者的認知風險以及認知趣味性造成的影響，以及對 於消費者產品態度和購買意願的改變。研究結果顯示： 1. 「非典型」的產品命名方式會使消費者感受到較「典型」的產品命名方式更 強烈的知覺風險以及趣味性。 2. 以「典型」的方式命名時，當產品名稱為「具體屬性」，消費者的風險感受 會較產品名稱為「具體利益」時更高；而當以「非典型」的方式命名時，產 品名稱為「具體利益」，消費者的風險感受會較產品名稱為「具體屬性」時 更高。 3. 認知需求高的人對於「非典型」的產品命名方式會感受到比「典型」的命名 方式更高的風險，但也會感受到更高的趣味性。 4. 消費者在面臨「非具體」的產品命名方式時，其認知風險明顯大於在面臨「具 體屬性」產品命名方式時的認知風險。 5. 對於負面情緒的消費者而言，「具體屬性」產品命名所造成的認知趣味顯著 大於「具體利益」產品命名所造成的認知趣味。 6. 只有在產品涉入程度低的情況下，對於「非典型」產品命名所造成的認知風 險以及認知趣味性才會顯著大於「典型」產品命名的認知風險。 The product name is the first product information that consumers receive. The appropriate product name can bring positive association and product attitude, but the bad product name induces misgivings and distrust. This research discusses how the products naming type (atypical/typical; unspecific/specific attribute/specific benefit) influence the consumers’ perceived risk and perceived playfulness, as well as the change of the consumers’ product attitude and purchasing intention in the different need for cognition (high/low), emotion (positive/negative), and product type (high product involvement/low product involvement). The result shows that: 1. Atypical names will make consumers feel higher consumers’ perceived risk and perceived playfulness than typical names. 2. When the product naming type is typical, specific attribute names will make consumers feel higher consumers’ perceived risk than specific benefit names. When the product naming type is atypical, specific benefit names will make consumers feel higher consumers’ perceived risk than specific attribute names. 3. To the high need for cognition individuals, atypical names will make them feel higher consumers’ perceived risk and perceived playfulness than typical names. 4. Unspecific names will make consumers feel higher consumers’ perceived risk than specific attribute names. 5. To the negative emotion consumers, specific attribute names will make them feel higher consumers’ perceived playfulness than specific benefit names. 6. Atypical names will make consumers feel higher consumers’ perceived risk and perceived playfulness than typical names only when the product involvement is low.
