| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 93 === There is a variety of goods in the market, but not all consumers are familiar with them. Considering the imperfect and asymmetrical information structure of the market, consumers need some signals help to judge the quality of products to lower the risks of purchase. Thus, any external signal of products will become the reference when consumers make purchasing decision. Due to the limitations of individual marketing mix elements as credible signals provide us the motivation for examining brand credibility that play on consumer’s two-stage brand choice. Besides, we also examine these impact of there consumer’s perceptive factors on consideration set formation stage and choice stage.
The independent variables are brand credibility, perceived risk, perceived quality and the saved information cost. Two outcome measures for each brand were elicited: consideration—“the brands of participants would seriously consider buying；choice—“the brands of participants would be most likely to buy .”
In the data collection for this study we use two product classes：cell phone ＆ toothpaste. The study we fielded at a university had two different versions. The main results of this study are：
1. Brand credibility not only affectt a brand entering the consideration set, but also affect one brand be choose from the consideration set.
2. On consideration set formation stage, expertise construct play a bigger role on convenient good and shopping good, but on brand choice stage, trustworthiness construct has the larger effect on shopping good.
3. The perceived quality and the saved information cost produce effect on consideration set formation stage and brand choice stage.
4. In consideration set formation stage, perceived risk obviously affect consumer’s consideration set formation on convenient good, but on brand choice stage, the effect of perceived risk has not found to be statistically significant.
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