| Summary: | 碩士 === 銘傳大學 === 經濟學系碩士班 === 97 === In recent years, the consumer awareness are rising, consumers making
purchasing decision, as far as possible take the types of product attributes intoconsideration, however, firms exposed to commodity holds ownership
information, unless the consumer goods have their own assessment of the
reference point, otherwise only provided by the manufacturers of the
information to the selection; On the other hand, even if the firms has all the
attributes information, as consumers we can not correctly judge whether the
attributes of goods up to standard, so in this commodity decision-making
under uncertainty will lead to consumer regret (elating) have effect.
In study, we use of cojoint analysis model to measure the effectiveness of
consumer dominant value, and then use probit model to measure when
consumers purchase the goods received failed messages for the existence of
regret effect, at this time, the implementation of low-price manufacturers fail
marketing strategy, consumer purchase option will changes in the effect of
regret are wishing to explore this study''s focus.
The results showed that the attributes uncertainty for the purchase of
regret(elating) effect after the decision-making, and when manufacturers fail
to promote low-price marketing strategies, the effect is expected to be
reduced. In this study, consumers infer attribute values for the "place" factor,it makes low-cost promotion of regret after the result is not significant.
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