The role of information structure in buying high-tech consumer products

• Main Authors: Chih-Cheng, Han, 韓志成
• Other Authors: Edwin Tang
• Format: Others
• Language: en_US
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/47281892754501275926

碩士 === 國立交通大學 === 經營管理研究所 === 93 === Today's consumers face richer information than ever before, they feel information overload and may make poorer and less effective decisions. In addition, marketers are excited about the potential of e-commerce and web-site advertisement to provide a great deal of information to customers at very low cost. In this information overload environment, my dissertation tries to use formal measure of information structure to verify the effect of three dimension of information structure purposed by Luire (2003). Besides, we take the effect of product familiarity into consideration to gain more understanding of information structure. The result shows the traditional conception of information structure cannot predict the choice of customer precisely. And our study suggest decreasing the number of alternatives and distributing attribute levels unequally across alternatives helps avoid information overload and leads to better decisions and increased psychological comfort for consumers.