產品試用、代言人以及搜尋/體驗屬性對於產品判斷之影響

Abstract

隨著人們生活水平、消費水準的提高，消費者的需求也愈趨多樣，廠商為了滿足消費者的需求，提供了許多各式各樣的新產品供消費者挑選。消費者不外乎透過廣告或產品試用來認識新產品，但相較於廣告，產品試用能使消費者更快地認識新產品。另外，為了增加曝光率，廠商也常常邀請知名人士為產品代言。然而，有許多時候消費者會發現產品廣告與實際使用產品存有落差，消費者在發現產品並非像廣告所陳述地一樣好後，會不會因為代言人的關係而將產品評得更差呢？ 本研究以原子筆做為實驗用產品，將以廣告/試用、代言人/無代言人以及搜尋/體驗屬性做為自變數，以產品的態度以及對產品態度的肯定程度為依變數。希望能瞭解當廣告與產品試用存有落差時，消費者是否將對代言人進行偏誤修正而影響對產品的態度以及態度的肯定程度。 研究結果顯示，當廣告訴求與試用出現落差時，受測者將會質疑廣告的可信度，最後亦認知到代言人的出現同時在影響對原子筆的評價，進而將產品評得更差。

As people's living standards and consumption levels increase, consumer demand is also becoming more diverse than before. To satisfy varied consumers’ demands, manufactures provide a variety of new products on the market for consumers to choose from. Common ways for consumers to know new products are advertising and product trial. Compared to advertising, product trial will help consumers know new products much faster. Moreover, to increase the awareness of product, many manufactures will invite well-known figures to be product endorsers. However, consumers often find out there is a discrepancy between advertising and product trial. After finding out the direct experience from product trial is not as good as the arguments of advertising, are consumers’ attitudes toward products worse due to the endorser? This research chooses a pen as a product in the experiment. Advertising /product trial, endorser and search/experience attribute are independent variables; product attitude and attitude certainty are dependent variables. The research mainly examines when there is a discrepancy between advertising and product trial, whether consumers would correct for the bias factor of endorser and how bias correction would influence consumers’ attitudes towards product. The result shows that when subjects see the advertising with an endorser, after product trial, the subjects’ attitudes towards the product are much inferior to those who not see an endorser in the advertising before product trial.