THE EFFECT OF ANTICIPATING HEDONIC ADAPTATION TO PRODUCT ON PURCHASE INTENTION

• Main Authors: Peng-hsueh Huang, 黃鵬學
• Other Authors: Ming-chuan Pan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78297514674083964893

碩士 === 大同大學 === 事業經營學系(所) === 100 === Most of consumer products deliver their utility to people over time. But utility may weaken over time due to waning novelty, shifting reference points and expectations, and various other machanisms. Moreover, the effect of hedonic adaptation is going to surprise people all the time. People may consider enjoyment apart from price and functionality for the decision making of purchasing products. The present search shows the hedonic adaption belief always hangs in people's mind but people often fails to cue the beliefs of hedonic adaption during purchasing decision. We find what people predicts will make them happy（predict utility）is systematically different from what actually makes them happy（experienced utility）. We show that the failure to predict lessening enjoyment with a product on account of a failure to spontaneously consider adaptation and apply correct intuitive about adaptation. We further show that making prospective duration salient can cue beliefs about hedonic adaptation and influence choices for hedonically product. Finally, we find people will be less susceptible to or ward off adaptation under differentiation of functionality and involvement of product.