| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 90 === In the past , the research of consumer choice behavior is focused on personal psychology variables and social interaction influence variables .But we still can not understand consumer behavior completely . Therefore , this article follow past research , try to discuss how to increase the attraction of target brand and consumer postpurchase satisfactory degree under different degree of production involvement to manipulate choice situation through arrange common features and unique features in pairs . The two main parts of this research are:
1. how to increase attraction of the whole choice set through arrange common features and unique features in pairs , let consumers make purchase decisions and raise postpurchase satisfactory degree.
2. how to increase attraction of the target brand through arrange common features and unique features in pairs , let consumers want to buy it and raise postpurchase satisfactory degree .
Between subject experiment design are used in this research . Observe consumer’s choice behavior and their postpurchase satisfactory through controlling choice situation when product involvement degree is different . After analyzing the data , we have following conclusions :
1. “unique good pair “ choice set is more attractive to consumer then “unique bad pair”
2. consumer’s postpurchase satisfactory degree is higher when facing “unique good pair” then when facing “unique bad pair”
3. the alternative with more unique bad features is less attractive , especially to consumers with high involvement .
4. consumer’s postpurchase satisfactory degree is lower when facing alternative with more unique bad features .
5. consumer with low involvement will prefer target brand when adding decoy in original choice set .
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