Consumers′ Cognitive Dissonance towards the FREE Product

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题名:	Consumers′ Cognitive Dissonance towards the FREE Product
作者:	蕭永鑫;Hsiao,Yung-Hsin
贡献者:	資訊管理學系
关键词:	免費;行為意圖;品牌認知;涉入程度;認知失調;Free;Zero;Behavioral Intention;Brand Awareness;Involvement;Cognitive Dissonance
日期:	2014-07-24
上传时间:	2014-10-15 17:08:31 (UTC+8)
出版者:	國立中央大學
摘要:	免費一詞運用於促銷活動中，經常能吸引為數眾多的消費者，然而消費者對於提供免費產品方式的想法並不一定能滿足廠商欲達成之效果。本研究藉助影響消費者的因素，欲探索消費者於認知表現上對於免費產品的反應以及行為預測. 在無須付出對等金錢價值的產品上，消費者往往難以衡量該物品之價值，因此，本研究將運用情境式問卷之設計與分析來探索消費者對於免費產品的行為意圖，透過品牌認知與涉入程度的調節效果，來反應消費者對於免費產品在認知失調上的影響，以下為本研究之結果：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.
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