| Summary: | 碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 107 === People are often expression of feeling toward others at the festivals. In the past few years, many festivals have been given the meaning of "shopping festival" by businessman. And give consumer a reason for reward themselves. According to Institute for Information Industry (III, 2017), the frequency of shopping on the Internet has gradually approached the physical channel. In the context of gift-giving, 50% of consumers buy gifts through the Internet (III, 2015). The difference between online shopping and physical channel is that consumers have to wait for a while to receive products after placing an order online, which varies depending on the way the seller's warehouse is managed and other possible factors. A number of study have been used construal level theory to explore how the psychological distance between the giver and recipient effects the giver's construal level and selective gift. This study focuses on how product delivery date (temporal distance), and different person of the receiver (social distance), will affect consumer evaluation of primary features (high-level construal) and secondary attributes (low-level construal) product information.
In this study, laboratory experiments were used to manipulate the time of deliver (temporal distance), gift's receiver (social distance) and product features information (construal level) to measure the impact on consumer evaluation. A total of 236 participants participated in the experiment. The results indicate that, primary features will generate more favorable product evaluation then secondary features when self-gifts and near future. Primary features and secondary features are no significant effects when self-gifts and distance future. In terms of interpersonal gifts, no matter temporal distance is close or far, secondary features will generate more favorable product evaluation then primary features. The results of this research can provide practical advice to write copy for an online shopping platform.
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