The Study of Merchandise Despising is the Genuine Behavior of Consumer by Using Theory of Cognitive Dissonance - The Redhouse Creative Market as an Example

• Main Authors: Liu,JIA-ZHE, 劉嘉哲
• Other Authors: LO,Yen-Hung
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7j8kk7

碩士 === 中國文化大學 === 新聞學系 === 105 === Creative market is very popular, together with a new generation of consumer groups have also produced. In the marketplace, the creators are the role of production and marketing into one, for the emphasis on hand, original and interactive consumpti- on field, consumer behavior and what is different from the past. This study will use the past literature to sort out, trying to outline the creative market within the consumer purchasing decision-making model. The process, consumers despising merchandise but buy them later in the bargaining. This behavior maybe contrary to the theory of cognitive dissonance. This study was conducted in qualitative ways, Supplemented by the theory of cognitive dissonaance to explore the consumer insight to establish a decision model. Research result:1. Some consumers have a brief situation of dissonaance.2. Because consumers like the goods and regardless of inconsistent and continue to buy the consumer.3. Description of what is consumers despising merchandise but buy them later.