A Study on Consumer Purchasing Behavior under Negative Product Information

• Main Authors: Kun-i Chen, 陳昆毅
• Other Authors: Tyzz-Shong Chu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/05025156352526651086

碩士 === 義守大學 === 管理研究所碩士班 === 93 === Usually Consumer has to face a lot of product information in everyday, which could be positive or negative one for business. Positive information for a product in market is importance and welcome to that product supplier. Literature indicates that negative information will cause certain influence on consumer’s attitude and cognitive （Fisker,1980; Herr,Kardes,andKim,1991）. In this paper, we discuss the relationships among negative information resource, brand awareness and consumers’ purchase behavior under negative product information, and treat the consumers’ subjective product knowledge as a moderate variable. We only consider brand attitude and purchase intention as the major factor of consumers’ purchase behavior. And, the negative information resources are divided into three categories as public report, internet bulletin board and comparative advertising. Questionnaire surveys are conducted with 269 valid samples. The results and some comments for business are listed as follows: (1) Consumer gets negative information from public report will result with more passive attitude and lower purchase intention. Business should take any possible chances to explain or express the truth in public. (2) Consumer with higher subjective product knowledge gets negative information to the product with low brand awareness will result with more passive attitude and lower purchase intention. Business should make some effort to strengthen the advertising effect by Peripheral Route. (3) When negative product information happens, it will cause some kind of influence on consumers. No matter what the negative information resource and brand awareness is. Business should take care of any negative information on a product and adopt appropriate actions in response. (4) Convenience goods affected by negative information results in more passive effect than shopping goods for consumers. Business should consider to take actions as multiple-brand policy.