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Title page for etd-0906110-215924


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 indicate not accessible
    Date of Defense 2010-07-30 Date of Submission 2010-09-08


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