Commodity Attributes，the Regret Effect from Attribute’s Uncertainty and the Purchasing Decision-An Example of Laundry Detergent

• Main Authors: Zi-Ling Chen, 陳姿伶
• Other Authors: Shu-Fen Shen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/v2c8sq

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.