| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 95 === When interacting with other people, we often transmit some messages or exchange some information, and those sometimes are true, but sometimes are not. People often tell a lie to avoid scolds and punishment or to form the certain impression and circumstance. According to DePaulo, Kashy, Kirkendol, Wyer and Epstein’s research (1996), one out of every five times that the community members interacted with someone, they tell a lie; for the college students it is one out of three times. In consumption setting, there are a variety of ways in which individuals might deceive others, such as misrepresenting where they purchased a product, lying about the brand name of a product, or even falsely indicating whether or not they purchased a product at a discounted price. This research is on the basis of social psychology to discuss that after comparing his buying price with a classmate’s buying price owning the same product and a distributor price called social comparison to evaluate his behavior, a consumer finds himself paying more money, and then what he wants to present as a smart shopper is threatened. Whether a consumer would deceive to maintain his impression and broadcast negative word-of-mouth (NWOM) to lessen negative emotion resulting from paying more. Moreover, if these two conditions would be influenced by facing different kinds of correspondents, such as having different familiarity and expertise and by a consumer’s public self-consciousness disposition.
This research use descriptive statistics analysis, principle analysis, analysis of variance, cluster analysis, ordered regression model and multivariate analysis of covariance to test above-mentioned relationship and takes a notebook as a compared product. According to the result, we find that dissimiliar comparative buying price has influence on a consumer’s negative emotion; different degree of familiarity with a correspondent would have impact on the deception of price information and this impact would differ from different degree of expertise owned by a correspondent on a notebook. The probability of a consumer to broadcast NWOM would be influence by encountering with a different familiar correspondent, and this impact would differ from different degree of expertise owned by correspondent on a notebook. Besides, a consumer’s public self-consciousness disposition would have impact on the probability of a consumer to broadcast NWOM.
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