Does the Product Category Matter? Investigating the Relationships among Product Categories, Extended Self and Uniqueness.

• Main Authors: Hui-Jyun Li, 李蕙均
• Other Authors: Yi-Mu Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/kx7948

碩士 === 義守大學 === 企業管理學系 === 106 === This study focuses on whether consumers will pay different prices for products based on different product categories and product uniqueness when they extend self. This study uses experimental design methods, The products are divided into four categories for testing. A total of 353 valid samples. Data analysis and hypothesis testing were performed using ANOVA and Regression Analysis. The results show that different product categories have significant differences in the uniqueness and willingness of consumers to purchase at the time of purchase. Finally, this study also proposes relevant recommendations for marketing practitioners.