一、 行為意圖對於認知失調具有顯著影響 二、 品牌認知對於認知失調的調節效果並未有顯著影響 三、 涉入程度對於認知失調的調節效果具有顯著影響 ;Free product is simply a product offered FREE, this leads the consumer to a perception of greater value concerning the receive the product. Since the value of non-monetary products are usually exaggerate. The dissonance presence between the reality and expectation.
To test the purpose of this article, 194 validity respondents were volunteered through the scenario experiment. Results calculated by Partial Least Squares Approach. Including the reflective and formative indicators to cause the latent variables.
Results show that behavioral intention has positively affect on the cognitive dissonance. The involvement plays as a moderator also has significant effect. The promotional offers that highlight the Free feature of promoted product. Increasing the size of information of promoted product to perceptions of greater product quality precisely and has unfavorable consequences for behavioral intention of promotion offer.