The Effect of Novel Attributes on Product Evaluation: The Moderating Effect of Personal Product Involvement and Consumer Innovativeness
| Autor: | Chiao-Jung Lu, 呂嬌容 |
|---|---|
| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 The purpose of this research is to investigate how the individual differences affect the relationship between novel attributes and product evaluation. Many companies try to improve or differentiate their products by introducing new attributes. Theses additional attributes are technological innovations and novel or completely unknown to large number of consumers. Such as GPS in car or i-mode in cell phone are novel to consumers. Past researches suggest that the addition of novel attributes is likely to improve product evaluation since the products are of low-complexity. Our results show that the personal product involvement moderates the relationship of novel attributes and product evaluation in the case of low-complexity products. For high personal product involvement consumers, the addition of novel attributes will improve product evaluation. Consumer innovativeness also moderates the relationship of novel attributes and product evaluation in the case of low-complexity products. For high consumer innovativeness subjects, the addition of novel attributes will improve product evaluation. A key marketing implication of our finding is that advertising introduces novel attributes may cause learning cost. Firms need to decrease the learning cost by convenient and friendly interface. When firms use novel attributes in advertisement, individual differences could use to choose target market and segmentation |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|