| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 102 === As the tougher competition in the market today, coupled with the impact of the "materialism" consumers have begun to pursue "comfortable and enjoy" life, manufacturers have made possible segment, and to seize the different consumer groups in different products. Therefore, this study will use three categories of product as the object, family member and friends as moderators to explre their effected.
In this study, we takeuniversity students as subjects, and self-construction, family and friends as moderators variables. This study includes one pretest and two formal experiment: In experiment 1, it was a 2 (Self Construcal: Independent / Dependent type) × 3 (Product Category: Search, experience and credence products) × 2 (family: whether to buy) between-subjects factorial design, a total of 274 subjects. In experiment 2 it was a 2 (Self Construcal: Independent / Dependent type)× 3: Inter (Product Category search, experienc, and credence products) × 2 (Friend: whether to buy) between subjects factorial design, a total of 273 subjects.
The findings and conclusions are consistent with the most of studies down previously (1) In experiment 1, self-construcal has a significant impact on consumer’s willingness to buy, the dependent type of consumer is spending higher than the independent subjects, and the product category also moderates the purchase intention. But the family did not have a significant effect on purchase intention. (2) In experiment 2, self-constructal have a significant impact on purchase intention, which in dependent type of consumer is spending higher than the independent subjects and product category also affect the result, while friend did not have a significant impact on purchase intention.
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