English  |  正體中文  |  简体中文  |  Items with full text/Total items : 86204/114877 (75%)
Visitors : 23076579      Online Users : 261
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10196
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/10196


    Title: The Consumer Reports Mindset: Who Seeks the Value──The Involved or the Knowledgeable?
    Authors: Bei, Lien-Ti;Heslin, Richard
    別蓮蒂
    Date: 1997
    Issue Date: 2008-11-25 10:31:31 (UTC+8)
    Abstract: The question of how to assess brand choices that represent best value, and causes of brand choices that deviate from that standard was investigated. The role of product knowledge and involvement in selection of best value brands was then examined. Although knowledge and involvement are usually seen as being positively related, when one examines who chooses the best value brands, these two independent variables can lead in different directions. Whether shopping at a modem-day mall today or buying a rug from a merchant, most consumers seek what they believe is a "good purchase." As Zeithaml (1988) found, some consumers perceive it to be the lowest price, some the best quality, some the product that fills the present need, and some the best value. The purpose of this studywas to examine an operationalization of the concept, "best value," and to look at some factors that may influence who selects a brand that is describable as the "best value." We examined two factors which should relate to consumers' decision choices: prior knowledge and product involvement. In order to examine influences on choosing the best value brand, this study had to accomplish two subordinate tasks. The first was to objectively operationalize "a smart purchase decision" in terms of price, quality, and value. The second was to examine the effects of consumers' prior knowledge and product involvement on purchase decisions in ways that had good extemal validity. For the first task-to operationalize the best purchase decision-it was decided to use Maynes' (1976) measure which he called the "Perfect Information Frontier (PIF)." The PIF represents the brands with higher quality scores and lower prices. These emphases can also be called the "Consumer Reports approach" to brand selection.
    Relation: Advances in Consumer Research, 14, 151-158
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    blank.pdf19KbAdobe PDF1152View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback