政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/85732

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/85732

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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

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題名:	產品知識對消費者從眾行為之影響
作者:	劉芳梅 Liu, Fang-mei
貢獻者:	別蓮蒂劉芳梅 Fang-mei Liu
關鍵詞:	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
日期:	1998
上傳時間:	2016-04-20 16:46:13 (UTC+8)
摘要:	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。
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描述:	碩士國立政治大學企業管理學系 86355004
資料來源:	http://thesis.lib.nccu.edu.tw/record/#B2002001328
資料類型:	thesis
顯示於類別:	[企業管理學系] 學位論文

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