| Summary: | 碩士 === 國防管理學院 === 後勤管理研究所 === 93 === In this research we mainly probe into the impact of the informative type of product guarantee on the purchase tendency , in another word, we would like to get insight of how the information may be presented as positive, negative, confirmative, or probability of product guarantee and how they influence the purchase tendency. Besides, we also study both on the relationship between resource capacity and purchase involvement and on the interference effect of purchase involvement on informative frame and purchase tendency. We adopt the 3 factors experiment design, in which the military officers be tested and, half of them come from the higher authorities and another half from the basic levels. As the results, the positive and negative descriptions of information of product guarantee have little influence on the purchase tendency, but when the confirmative and the probability of information of product quarantee are involved, the results of purchase tendency are quite different. Furthermore, the purchase tendency of positive and confirmative information of product guarantee is higher than that of negative and confirmative information of product guarantee, and besides, the purchase tendency of negative and probability information of product guarantee is also higher than that of negative and confirmative information of product quarantee .Meanwhile ,we discover that the lower the resource capacity the higher the purchase involvement .Finally, the purchase tendency of negative informative description of product guarantee is stronger than that of positive informative description of product guarantee.
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