| Summary: | 碩士 === 東吳大學 === 國際貿易學系 === 91 === Consumer self-confidence originated from the self-esteem of the psychology, and was integrated into a completed construct recently. Although self-confidence would affect the consumption’s performance and the degree of involvement, there are not many related researches and practical test. According consumer self-confidence dimensions proposed by Bearden et al. (2001) and Zaichkowsky’s (1985) involvement theory, there are four purposes in this research, i.e.: to explain the consumer self-confidence along with consumers’ consumption experience and the habit of media; to confirm its relationship in the involvement theory; to examine Bearden et al.’s (2001) consumer self-confidence measurement validation in Taiwan; and to discuss its relationship between product involvement degree and consumer behavior.
The owners of mobile phone in Taiwan increase radically during these years. Consumers of this product reach information whenever these are new products or new brands coming into market. Research framework and hypothesis were proposed to examine. Structured questionnaires were used to collect data from mobile phone consumers all over the island, and 415completed questionnaires were put into analysis. Statistic methods, including factor analysis, t-test, ANOVA and multiple regression, are used for further examination.
Research result showed that consumer self-confidence dimensions are different from those of Bearden et al. (2001), and are made up with consideration-set, persuasion knowledge, personal outcomes, marketplace interfaces, and social outcomes. From the hypotheses and tested result, the higher consumer self-confidence is the higher degree of product involvement. We inferred that consumer self-confidence might be an antecedent of the product involvement. Conclusion and suggestions for theory and practical implicate are proposed for mere understanding the application about relationship between consumer self-confidence and Involvement theory.
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