| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 97 === As as result of globalization and rofessional service, consumers face variety of products. However, increasing the size of the choice set can also have adverse consequences on choice, because it increases the demand on individuals’ cognitive resources. The Country-of-Origin effect plays an important role affecting on consumers’ product evaluation. Besides, the large discount can also enhance a consumer’s purchasing intention. Because of the reference price and the diversification of environment and products, one who has many choices to make will compare alternatives and decide which he or she prefers to buy. Depending on whether asymmetric information is high or low, we have three experiments of different product category: search good, experience good, and credence good. This research uses a 2 (large assortment, small assortment) x 2 (high image of manufacturer’s country of origin, low image of manufacturer’s country origin) x 2 (high reference price, low reference price)x 3 (search good, experience good, credence good) between-subject experimental design, amounting to 24 cells of experimental scenarios.
The analysis leads to the following results:
1.The large assortment will enhance the consumers' purchasing intention than the small assortment.
2.The high image of country origin of manufacturer will increase the consumers' purchasing intention than the low image of country origin of manufacturer.
3.The high reference price will increase the consumers' purchasing intention than the low reference price.
4.Product category moderates the effects of assortment on purchasing intention. In search goods, large assortment will increase the consumers' purchasing intention than small assortment is supported. In experience goods, large assortment will increase the consumers' purchasing intention than small assortment is not supported. In credence goods, small assortment will increase the consumers' purchasing intention than the large assortment is supported.
5.Product category moderates the effects of image of manufacturer’s country origin on purchasing intention. In search goods and experience goods, high image of country of manufacturewill increase the consumers' purchasing intention than low image of manufacturer’s origin country is supported. In credence goods, there is no impact of image of country of manufacture to the consumers' purchasing intention is not supported.
6.Product category moderates the effects of reference price on purchasing intention. In search goods and experience goods, high reference price will increase the consumers' purchasing intention than low reference price is supported. In credence goods, there is no impact of reference price to the consumers' purchasing intention is supported.
Keywords: Assortment, Country of Manufacture, Reference Price, Product Category, Purchasing Intention.
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