產品資訊典型程度對消費者評估過程之影響

Abstract

本研究目的在瞭解當消費者在作以 記憶為基礎的判斷時，其處理動機之高低 和產品訊息的典型程度對產品評價之影 響。兩項實驗結果發現，無論動機高低， 受測者均較容易記住正面的典型訊息；而 處理動機較低的受測者花費較少的時間去 評估產品，對其作成的產品評價較有自 信，其產品評價與訊息記憶間有較強的相 關性，且較易受到典型訊息的影響。

The purpose of this study is to explore how the typicality of product attributes and consumer’s processing motivation influence the utilization of attributes in making memory-based judgments. The results from two experiment showed that consumers remember positive typical product information better. When processing motivation is low, the attractiveness of typical information has stronger impacts on product judgments. Moreover, consumers with lower processing motivation spend less time to evaluate a product, feel more confident of their product judgment, and show higher recall-judgment correlation.