Investigating the Impacts of Certification Information Appeals and Presentation Styles on Perceived Quality: A Perspective of Consumers' Heuristics
| Autor: | Ting-ya Chiu, 邱婷雅 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Based on the viewpoints of consumer heuristics, we intent to explore the effectiveness of convenience goods’ certification information appeals and message presentation styles on perceived quality, whether will make “Guarantee of quality is best and pattern rather than word” or not. And under the more rigorous and scientific consideration, we adopted the scenario in our experimental design. In order to avoid the interference coming from other external factors, two factors mixed design were used, and conducted as 2 (certification information appeals: country-of-origin and quality) ×3 (message presentation styles: word, pattern and word combine pattern ). There are 102 subjects to attend the experiment, and each scenario 33 subjects. Confirmed our research hypotheses, the interaction effect of certification information appeals and message presentation styles on perceived quality is significant, the result of simple main effect shows that the higher perceived quality in quality appeals would be presented in word and pattern when predicted by the viewpoints of non-compensatory. And from the outcome of effect on perceived quality of message presentation styles, we can see the phenomenon of “pattern rather than word”, notably the presentation of word combining pattern help consumer estimate for product quality. Based on the above results, we suggest that it is necessary to demonstrate the message of certification label because it can assist consumer in evaluating the perceived quality. For example, if the company want to penetrate a market, it should make an apply to acquire a certification label. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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