The influence of perceived risk on the accessories’ advertisement message、information search and purchase intention on the different of consumer involvement.

• Main Authors: Chen-Chang Lee, 李振昌
• Other Authors: 張東生
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/93065588012034838442

碩士 === 國立中央大學 === 企業管理研究所 === 95 === Accessories are created to add the products’ capabilities by the market environment when the enterprise promotes the main products. Accessories which enterprise creates are used to satisfy extra need when consumers use the main products. In this situation, because of the main products just having simple capabilities, enterprise can quickly introduce product to the market, and by the consumers’ need are confirmed, the probability of the market rejects the accessories will reduce. On the other hand, consumers don’t pay the money for the functions which they don’t need when they purchase products, they can choose the adequate accessories which they need and they can afford to complement the lack of using the products. The research confers the relationship of“Perceived Risk”、“Advertisement Message”、“Information Search”and“Wanted Buy”behind the accessories. Considering the influence of different degree of“Consumer Involvement”, the research will divide the products into two clusters of high and low“Consumer Involvement”to observe. The research adopts convenient sampling and collects the data by network questionary. It recovers 219 effectively questionaries. The research results are： 1. In total samples, the all research hypotheses are acceptable and it is able to deduce that the variables have the interactive relationship. 2. The two clusters of data under high and low “Consumer Involvement”,the research hypotheses are not all acceptable but by the results it can find that the different involvement will make the variables have distinct relationship. According to the research results, the influence of“Perceived Risk”consumers should emphasize. For the accessories, the enterprise needs to make the strategy with the importance of main product and the attributes of accessories to reduce consumers doubt. The best way which enterprise can control is advertisement and how to influence the information resource that enterprise can not directly control is another focus when consumers search extra information. It can expect that consumers will improve the desire to buy the accessories by reducing the Perceived Risk and delivering the information effectively.