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The defense date of the thesis is 2010-09-08
The current date is 2019-03-22
URN etd-0906110-215924 Statistics This thesis had been viewed 1548 times. Download 0 times. Author Kai-chieh Huang Author's Email Address No Public. Department Management Business Administration Year 2009 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 216 Title THE EFFECT OF MIMICRY ON THE PREFERENCE -PRODUCT INVOLVEMENT AS MODERATOR Keyword Preference. Mimicry Revelation of Information Product Involvement Novel Attribute Reference Group Reference Group Novel Attribute Product Involvement Revelation of Information Mimicry Preference. Abstract In the daily life, we often mimic other peoples’ purchasing behavior, and what’s the influence will be caused for the consumers’ real preferences? This article focused on the mimicry of the impact to the consumers’ preferences and the evaluation on the products, we used product involvement as a moderating variable. In the experiment 1, the presence of the reference group will influence the consumer preference for products. For the second experiment of mimicry behavior, whether the presence of novel attributes affect the preferences. In the third experiment we disclose the novel attribute. Three studies confirmed the mimicry does affect consumer preferences.
In experiment 1, the presence of a reference / sample group will influence the consumer preference to the products. The results confirmed it. The second experiment is about mimicry behavior and novel attributes of preference. The results showed that mimicry affects preferences; novel attributes affects purchase intention. The third experiment, we disclosed the novel attribute. The results showed that mimicry and novel attributes are same with experiment two, and revelation of information affects purchase intention and expectation of success. Three studies confirmed the mimicry does affect consumer preferences.
Those three experiments showed that the moderating does affect the consumers’ preferences.
Advisor Committee Ming-chiuan Pan - advisor
Ming-chung Chang - co-chair
Yung-Kuei Liang - co-chair
Files Date of Defense 2010-07-30 Date of Submission 2010-09-08