The Effect of Need for Uniqueness on Consumers' Intention of Word-of-Mouth
| Autor: | Yi-Chun Chang, 張翊君 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 This study was designed to investigate psychological dilemma for who with a high need for uniqueness wants to show off, but also fear of being imitative and unique disappears, and it leads to different intentions on word of mouth. The studies also explore the interference by temporal focus and regulatory focus on word of mouth intentions. In this study, the empirical examination design was adopted, with two experiments to verify five hypothesis.Study1 for 2 x 3( need for uniqueness vs. temporal focus) between groups design, and Study2 for 2 x 2( need for uniqueness vs. regulatory focus).The results found that the need for uniqueness will affect the intent on word of mouth, high need for uniqueness have higher dilemma and intention to scare than the low need for uniqueness, and in the situations of focusing on future time and prevention, the impact of the dilemma of the need for uniqueness is not significant. The results of the study complement the topics on word of mouth, which didn’t discussed in the context of temporal focus and temporal focus for academic gap, and provided practical reference to business or marketers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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