162 /304
產品受歡迎資訊與網路購物：以消費者解讀為干擾變數
162
product is not purchased in comparison to the participants with the quality inference.
Further study could investigate this in more depth by specifically assessing consumers’
psychological states (e.g., happiness and disappointment levels that consumers perceive
when the purchase is made or not made) with different inferences induced from popularity
information.
Moreover, the key scope of this research is to examine how consumers may interpret
popularity information when different kinds of inferences are induced. This suggests that
the focus of this research is to inspect the characteristic of human conformity rather than
uniqueness, although both aptitudes are part of human nature. Future research could
perform an aptitude test to understand participants’ level of conformity and focus attention
on observing participants who obtain a high score of conformity. Finally, some other
possible research avenues are to explore whether popularity information can be moderated
by other marketing variables, such as brand name, price, or gender-specific products.