The relevance of recognized confusion and WOM to purchase postponement-an example of vehicle purchasing

• Main Author: 洪希真
• Other Authors: 洪榮昭
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/8rsype

碩士 === 國立臺灣師範大學 === 工業科技教育學系在職進修碩士班 === 102 === Nowdays the consumers facing more and more product assortments and enterprises have been facing fierce competition in the new product development. Resulting in these, shorter product life cycle, and speed stressed competition will become more important. Because of variety of marketing programs, the consumers are often unable to make the purchase decisions immediately which may trigger a strategic wait or purchase-postponement. Much more was in the case with the automobile manufactures industry with keen competition, so the car makers provide more and more products to increase the consumers purchase intention. But when the consumers have too much choice, they often have a difficulty in choice effectively. The study conducted Internet surveys, in this research, we aims to explore the relevance of recognized confusion and WOM to purchase-postponement, the case studye is the vehicle purchasing. Structural Equation Models（SEM）were used to test the proposed hypotheses. SPSS and AMOS software were applied as the analyzing tool in this study. 280 data were validated and analyzed by confirmatory factor analysis with structural equation modeling. The results indicated that 1）Appearance similarity effects, consumer invoement, and value consciousness were the major factors affecting consumers in recognized confusion; 2） Recognized confusion can effectively increase WOM; 3） The recognized confusion has significant effect purchase-postponement; 4） WOM have a significant influence in purchase-postponement. According to the study results some practical management suggestions are provided for the references of application.