产品熟悉度对激活域大小影响的实证研究

An Empirical Study of the Influence of Product Familiarity on Evoked Set Size

激活域是由消费者在制定购买决策时认真考虑的品牌所构成的集合。分别从主观熟悉度和客观熟悉度两个方面检验了产品熟悉度对激活域大小的影响。与以往的结果不同,发现不同熟悉度水平的组别间在激活域大小上不具有显著差异。利用信息搜索成本对结果进行了解释,探讨了研究的理论与管理意义,并提出了未来的研究展望。

Evoked set refers to the brands that come into the consideration of consumers when they are going to purchase. In this article, using the concept of subjective familiarity and objective familiarity, the influence of product familiarity on evoked set ferent levels of product has been discussed familiarity, there is Different from prior research, our study shows that among groups with difno significant difference in evoked set size. With the theory of information searching cost, some explanations are given. After that, the implications of this study have been presented and some suggestions are put out.