The Relationship between Choice Variety and Purchase Intention

• Main Authors: Chao-yang Chang, 張召燕
• Other Authors: Yi-Ching Hsieh
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/6jg7ug

碩士 === 東吳大學 === 企業管理學系 === 96 === Due to the emphasis on satisfying each customer’s preference and need, sellers provide a wide variety of items to convince consumers of their product quality. In the meanwhile, consumers are also overwhelmed by the choices, and choosing becomes a difficulty task in the daily consumption. Based on the previous researches, this study extends the choice variety to the emotional responses and adds the need for cognition as a moderator of individual difference. The results attain the conclusions as following: Under the high variety condition, respondents with high cognition express a higher average of positive emotions, and those with low need for cognition express a higher average of negative emotions contrarily. However, under the low variety condition, respondents with low need for cognition express a higher average of positive emotions, but those with high need for cognition do not express a higher average of negative emotions significantly. Furthermore, the interaction effect of the variety and need for cognition on purchase intention are mediated by the emotional responses. In other words, positive emotion evoked by the interaction effect is related positively to the purchase intention, while negative emotion is related negatively to the purchase intention.