A Study on the Importance of Product Attribute under Different Decision Rules
碩士 === 國立暨南國際大學 === 國際企業學系 === 99 === In the process of purchase decision making, the effect of decision rules to purchase is always an important issue. This study discusses whether the individual factors (involvement and product knowledge) lead consumers to adopt different decision rules. Besides,...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/92336235942448298664 |
| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 99 === In the process of purchase decision making, the effect of decision rules to purchase is always an important issue. This study discusses whether the individual factors (involvement and product knowledge) lead consumers to adopt different decision rules. Besides, this study applies product types to survey whether different decision rules will lead to the different importance of product attributes.
This study is from the viewpoint of consumer, compare the effect of compensatory model and noncompensatory model to the importance of product attributes; meanwhile, survey the effect of consumer’s product knowledge and involvement to the different decision rules which consumers tend to adopt.
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