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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/85732
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85732


    Title: 產品知識對消費者從眾行為之影響
    Authors: 劉芳梅
    Liu, Fang-mei
    Contributors: 別蓮蒂
    劉芳梅
    Fang-mei Liu
    Keywords: 產品知識
    從眾行為
    決策時間
    性別
    參考團體
    新世代消費族群
    實驗法
    消費者行為
    Date: 1998
    Issue Date: 2016-04-20 16:46:13 (UTC+8)
    Abstract:   本研究以新世代消費族群為研究對象,探討消費者的產品知識(高、低)、消費者的性別(男、女)、參考團體的性別(男、女)和參考團體的專業性(高、低)四項因素,如何影響消費者的從眾行為與決策考慮時間。從眾行為是個人為了取得群體的認同,因此採取與群體相似的思想或行為;而產品知識為消費者在選購或使用某項產品所具備的知識,包括消費者主觀認定自己具備的知識,以及客觀真實具備的知識。本研究推論,產品知識低的消費者,由於較缺乏自信,會較依賴他人的意見,因此較容易產生從眾行為。
    Reference: 一、中文部份
    林克明、柏松齡,1996年消費者生活型態大調查-台灣消費族群白皮書,廣告雜誌,民國86年1月,30-51頁
    行政院主計處網站,http://140.129.146.193/dgbas03/bs8/dbase/dbankii.htm,民國88年
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    Description: 碩士
    國立政治大學
    企業管理學系
    86355004
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002001328
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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