The Effects of Product Involvement and Need for Cognition on the Buying Decision Process － the Case of the Mobile Telecommunication Market
|關鍵字:||推敲可能性模式;產品涉入;認知需求;行動電話;ELM;Product Involvement;Need for Cognition;Mobile Phone|
Due to the impact of the liberalization of the telecommunication markets worldwide, the authority in Taiwan released the licenses of the mobile telecommunication system in 1996. After the intense competition in past years, the penetration of mobile phone number in Taiwan has been over 50%, and the average age of users has been continue dropping. When the mobile telecommunication system companies communicate with consumers, they have to realize that the different types of consumers pay attention to the different messages. To motivate the consumers to purchase their product, they have to provide the different types of consumers with suitable messages. The purpose of this thesis is apply ELM(Elaboration Likelihood Model) to the research of mobile telecommunication system consumers' behaviors. First of all, consumers are classified according to their involvement and their need for cognition. In this research the central cues include the technology of the companies, price, and services. In the other hand, the peripheral cues include the advertisements, public relations, sales promotion, and other information resources. Then we examine that whether the central cues are more effective under high involvement than under low involvement or not, and we do the similar exam on need for cogniton. The result will help the mobile telecommunication system companies to modify their market positioning and market strategies. The conclusions of this research are as follows: 1.The central cues are more effective under high product involvement than under low product involvement. The advertisements and other information resources are more effective under low product involvement than under high product involvement, but the sales promotion and total peripheral cues produce no significant differences under high and low product involvement. 2.According to the result, the central cues are more effective under high need for cognition than under low need for cognition. For all peripheral cues, only the advertisements are more effective under low need for cognition than under high need for cognition. 3.The consumers with different involvement and different need for cognition have significant differences on their view of the central cues, but there is no interaction between involvement and need for cognition. On the other hand, the consumers with different involvement and different need for cognition have no significant difference on their view of the peripheral cues, and there is no interaction between involvement and need for cognition.
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