Effects of Technological Terminology on Consumers’ valuation of Products: The Moderating Roles of egulatory Focus and Brand Credibility
Date Issued
2008
Date
2008
Author(s)
Yu, Hsin-Hsien
Abstract
Based on the usage of technological terminology, this research investigates whether regulatory focus and brand credibility moderate consumers’ evaluations toward new product with technological terminologies. Empirically examining three main topics: (a) When consumers face the new product with unfamiliar terminologies, whether regulatory focus affects their consuming behaviors; (b) Whether the different usages of terminology interact with different regulatory focuses; (c) Whether the different usages of terminology interact with the level of brand credibility. Empirical results show that due to different levels of perceived risk, when facing new products with unfamiliar technological terminologies, relative to prevention-focused consumers, promotion-focused consumers own higher purchase intentions and brand attitudes. Second, explanation for technological terminology can enhance consumers’ purchase intentions and brand attitudes, especially for promotion-focused consumers, but both prevention- and promotion-focused consumers have no preference for number of terminology. Finally, fewer technological terminologies are suitable for high credible brand, once the number of terminology increases, should add explanation for terminology in the ad to decrease consumers’ perceived risk, whereas fewer terminologies match with high credible brand and induce higher consumers’ evaluation; reversely, more technological terminologies are suitable for low credible brand, producers should add explanation when there is fewer terminologies to decrease consumers’ unsatisfaction, whereas more terminologies can increase benefits and induce higher consumers’ evaluations. These findings contribute to academic developments and marketing implications.
Subjects
Technological Terminology
Regulatory Focus
Brand Credibility
Type
thesis
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