| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 93 === A lot of researches prove that consumers tend to be overconfident in their own product knowledge.(Hernan,2001), and in fact consumers’ product information is incomplete. Therefore this research is analyzed on the information content itself further, probed into it when consumers face positive and negative information at the same time , they will how to process these information. In addition, the past researches about the products knowledge, are less probed into nondurable products , so the researcher choose the low-sodium salt products that the consumer is often exposed to as the main object in this research. This research is divided into two parts：study one probes into the impact of different products knowledge degree on the choice of the low sodium salt. Study two adopts experimental design. The experimental design is separated into eight scenarios（2×2×2）with the independent variables such as product knowledge（high vs. low）, information consistency（consistent vs. inconsistent）、framing effect（positive vs. negative）and the dependent variable such as purchase intention.
Study one indicates that the degree of the products knowledge has not influenced apparently on the choice of the low-sodium salt and unable to predict effectively whether consumers use the low-sodium salt.
Study two indicates that information consistency and framing effect have influenced apparently on purchase intention. Under negative information, when information are consistent, consumers’ purchase intention will higher than inconsistently information；Under positive information, when information are inconsistent, consumers’ purchase intention will higher than consistent information. The interactive effect of three variables have more apparent influence on the experts’ purchase intention.
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