產品傳染效果對消費者評價之影響;The Influence of Product Contagion Effect on Consumer Evaluations

NCUIR > School of Management at National Central University > Department of Business Administration > Research Project > Item 987654321/62552

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/62552

Title:	產品傳染效果對消費者評價之影響;The Influence of Product Contagion Effect on Consumer Evaluations
Authors:	林建煌
Contributors:	國立中央大學企業管理學系
Keywords:	工業工程;心理學;管理科學
Date:	2012-12-01
Issue Date:	2014-03-17 11:50:38 (UTC+8)
Publisher:	行政院國家科學委員會
Abstract:	研究期間：10108~10207;Prior research indicates that contagion theory is believed that qualities can be transferred between a source and a target, and then affects consumer evaluations on target products. The consumer behavior literatures and recent investigations in marketing have also explored the role of contagion. This study observes that the contagion can be positive or negative and influence consumer’s preference and perception. Specifically, negative effects are stronger in both extent and intensity. Unlike the previous studies, which focus mainly on contagious and noncontagious effect and induce the identical evaluations among consumers, this study incorporates specific personality (need for cognition, cognitive style, and buying impulsiveness) to discuss contagion effect through experimental design. This study requires two years to do the research systematically and understand how different consumers response to positive or negative contagion in the same situation. The first year of this study is to explore the contagion effect of different personalities on target product and single source. The second year of this study is to explore the contagion effect of different personalities on product groupings. By integrating the findings, we expect this study could be applied to future research and managerial practice.
Relation:	財團法人國家實驗研究院科技政策研究與資訊中心
Appears in Collections:	[Department of Business Administration ] Research Project

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	365	View/Open

社群 sharing

Loading...