Effect of Self-Regulatory Focus on Evaluation of Product Upgrades
碩士 === 國立臺灣大學 === 商學研究所 === 95 === The main goal of this study was to find out the effect of self-regulatory focus on evalution of product upgrade. With the rising of the concept of “self-regulatory focus” and the increasingly importance of “upgrades”, this study combined these two topic to discuss...
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| Format: | Others |
| Language: | en_US |
| Published: |
2007
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| Online Access: | http://ndltd.ncl.edu.tw/handle/42665268812437159886 |
| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 95 === The main goal of this study was to find out the effect of self-regulatory focus on evalution of product upgrade. With the rising of the concept of “self-regulatory focus” and the increasingly importance of “upgrades”, this study combined these two topic to discuss the effects of the consumers’ views and evaluations when consumers with the different types of regulatory focus confront the different ways of product upgrades. The main goals of this research were as follows:
1. Discuss how the consumers with different type of “regulatory focus” make different evaluations on different ways of “product upgrades”.
2. Discuss what kinds of “upgrade project” will fit the products with different “regulatory focus goal orientation”.
In the first part of this research, this paper will discuss the effect of the consumers with different type of regulatory focus when they meet the different ways of product upgrades. In the second part of this research, this paper will reserve the viewpoint to the product and try to find out what kinds of the upgrade projects will fit the products with different “regulatory focus goal orientation” themselves.
The conclusions of this study are as follows:
1. whether the consumers with “promotion focus” or “prevention focus”, they preferred “general enhancement”.
2. the consumers with “promotion focus” prefer to “nonalignable enhancement” over “alignable enhancement” and the consumers with “prevention focus” prefer to “alignable enhancement” over “nonalignable enhancement”.
3. It is the better way to upgrade products with the properties of “promotion focus” by “nonalignable enhancement” and “prevention focus” by “alignable enhancement”.
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