| Summary: | 博士 === 國立臺灣科技大學 === 企業管理系 === 94 === This thesis includes two studies to examine two particular marketing effects on consumer behaviors, which had not been done by previous researchers: one is need reminding effects and the other price promotion effects on accessory purchase. Using theoretical insights, study 1 uncovers how consumers are affected by being reminded of their needs. The research results demonstrate that the interaction of product involvement and reminding of needs influences consumer purchase behaviors. Besides considering the most important needs, the results of this study also indicate that less important needs cannot be ignored, particularly for low-involvement products. These findings have important implications for marketing practice when formulating strategies relating to “what” and “how” to remind consumers of their needs. Study 2 aims at exploring the impact of main product and/or accessories price promotions on consumers’ purchase evaluation of the accessories. The results show that, in the selection of accessories, regardless of main product price cuts, consumers would prefer brands with a stronger image but price promotion of the main product still influences the brand selection of the accessories. When brand image of the main differs, the brand impact of the accessory would be different. In addition, main product price promotion would also affect consumers’ selection of accessories of different function grades under the same brand. Finally, when the accessories are in price promotion, in all scenarios, consumers would prefer accessories of a higher grade (in terms of both brand and function).
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