| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 107 === Conventionally, the negative rumors will reduce the consumers intention to purchase. However, there are certain amusing examples which result against the common acknowledgment of the negative rumors in the automobile market in Taiwan.
The thesis researched one famous international Automobile maker which sells small and medium SUVs which were concurrently attacked by the negative rumors in many aspects since teasing, but the sales result was obviously not affected by the negative internet rumors at all. They even became the most popular models in each segment they belong to. The research is to find out the key elements as follow:
1.Why the negative rumors didnt affect the sales result negatively?
2.The level which an individual will be affected when the personal experience differs from the experience in the group, and the subjective consciousness differs from which in the group.
3. If one loyal consumer of certain make received certain negative rumors, will they interfere and therefore reduce the affect of the negative rumors with their positive brand image and model image?
The receivers judgement of certain brand and model will be changed after the negative rumors were transferred via internet or human interactions and therefore change the acknowledgment in memory and the purchasing intention.
Consumers will store the positive acknowledgment of certain brand and model in their long-term memory if they ever had the good experience and image and the favorable impression will be established.
Since then, when the negative rumors attack the brand and model preferred by one consumer, he/she tends to apply the acknowledgment in his/her long-term memory and changes the judgment to the negative rumors such as the positive explanation to the specific brand and model. They may also think that who spread the negative rumors intends to mislead people who dont really know the fact of the brand and model.
If the positive experience and acknowledgment of the brand and model under the negative rumors in the consumers long-term memory, it will compensate the reduction of the memory and purchasing intention.
When the negative rumors attack the brand and model who prefer, who receives the message will make decision depending on the impression in the memory in the past and change the way to judge the negative rumors.
For who is loyal and has better impression to certain brand and model will be affected at the evaluation stage due to the positive impression of the brand and model directly, which verifies that the external lead, acknowledgment in memory and the purchasing intention before making decisions are affected directly.
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