市場上新奇的產品層出不窮，廠商想盡辦法要對產品添加新奇的屬性來達到差異化，但是真正能夠藉由添加新奇屬性在市場上找到利基的廠商卻是少之又少。問題是否出在消費者在面對與既有基模不一致的新產品時，無法理解和吸收資訊？上述現象引發了研究者的興趣。本研究藉由操弄不同類型的產品和新奇屬性，觀察其所產生的產品不一致性對於消費者的產品再認和產品態度有何影響；同時也探討消費者本身的人格特質-消費者創新性，會不會影響消費者對產品的態度。
以往研究均認為增加產品不一致性可以提高消費者對於產品的回憶和再認，但本研究卻發現，提高產品的不一致性並無法讓人留下較為深刻的印象，因此產品不一致性與再認之間的關係可能仍有待後續研究做進一步的釐清。另外，雖然產品類型和新奇屬性類型無法產生交互作用，並藉由提升產品不一致性來影響產品態度，但是「產品類型」在影響產品不一致性且進而提升產品態度上的確是扮演著重要的角色。其中「功能性商品」不管是搭配上何種類型的新奇屬性，產品態度都顯著高於「享樂性商品」與新奇屬性的搭配。由此可知，如果廠商想要在市場上推出新奇的產品，選擇功能性的商品來切入可能比較有利，而且在操弄產品不一致性時也必須要格外小心，雖然新奇的屬性可以提升消費者對產品的評價，但是新奇性同時也會增加產品的不一致性，一旦產品不一致性過高，反而會造成消費者對於產品的負面觀感。 / There are numerous novel products in the market; consequently marketers have been fighting their way to achieve product differentiation by adding novel attributes to the products, yet it is still rare to see marketers that can actually discover niche by adding novel attributes to products. Does the problem lies in how consumers percept and absorb the information of advertisements? The phenomenon above arouses my curiosity to delve into the relation between product incongruity and consumer evaluations. This study examines what influences product incongruity has on product recognition and product attitude by manipulating different types of products and novel attributes, and the moderating role of consumers’ personality is also examined to see whether consumer innovativeness have effects on product attitude or not.
The past researches tend to believe that raising product incongruity is beneficial to enhancing product recall and product recognition. However, the result shows that raising product incongruity is of no help to leave deep impression in the products. Thus the relation between product incongruity and product recognition needs to be further clarified by future researches. Additionally, although product types and novel attributes do not interact to have effects on product incongruity and further boost product attitude, ‘product type’ indeed plays a crucial role on boosting product incongruity and enhancing product attitude. Not only product type leads to positive effects on the products, but consumers are apt to give more positive evaluations to utilitarian product than hedonic product, regardless of what novel attributes the products have. In that case, it seems to be more profitable to choose utilitarian products if marketers want to launch novel merchandise. In spite of the fact that adding novel attributes leads to positive product attitude, novelty also leads to more product incongruity that may undermine consumers’ attitude toward the product. The result seems to suggest that marketers have to be extraordinarily cautious when manipulating product incongruity.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094452004 |
| Creators | 蘇相穎, Su, Cathy |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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