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The defense date of the thesis is 2009-06-25
The current date is 2019-02-16
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URN etd-0624109-133636 Statistics This thesis had been viewed 1440 times. Download 17 times. Author Jia-shiuan Chou Author's Email Address No Public. Department Management Business Administration Year 2008 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 147 Title Effects of Limited Purchase opportunities on Patterns of Regret over Time Keyword product type limited purchase opportunities the country of brand the country of manufacture the country of manufacture the country of brand limited purchase opportunities product type Abstract Since the consumer behavior model has been what everyone cares and wants to find the direction. Under the limited purchase situation, from the consumer’s view, when carrying on the purchase decision-making of goods will create in psychological unavoidably one kind of contradiction, whether to let a person association purchase with the later financial problems as well as to the frustration on the product, even the consumers’ psychology feeling of guilty and future regret and so on. Consumers often run into this kind of limited purchase opportunities.
This research focus on the country of brand and the country of manufacture affect the consumer’s purchasing regret degree in the limited purchase opportunities, and also join the product types as moderator. Two pretests and one main experiment are conducted, this study designs 2 (image of country of brand: high or low)×2 (image of country of manufacture: high or low)×3 (product type: search goods, experience goods and credence goods) between-subjects experimental design. The pretests determine the quality (high or low) of images of country of brand and country of manufacture (high: Japan, low: China), and product type (search goods: garment, experience goods: digital cameras, credence goods: health food). The subject is 336 students of Department of Business Management in Tatung University. This study arrives at the following conclusions:
1. The higher the image of country of brand, the lower consumers’ purchasing short-term regret.
2. The higher the image of country of manufacture, the lower consumers’ purchasing short-term regret.
3. Product type moderates the effect of country of brand on consumers’ purchasing short-term regret.
Advisor Committee Ming-Chuan Pan - advisor
Mei-Fang Chen - co-chair
Na-Ting Liu - co-chair
Files Date of Defense 2009-06-02 Date of Submission 2009-06-25