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產品受歡迎資訊與網路購物：以消費者解讀為干擾變數
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Scenario for Social Condition
Imagine you have the need to purchase 2 snacks and 1 drink online. You discover the
shopping website that you intend to shop on have reported the result of a purchase
behavior survey they recently conducted. The survey targets celebrities from various
fields, including films/shows business, politics, gymnastics etc. One common
characteristic they share is that they are all widely recognized and highly popular. This
makes everyone curious to find out what type of food people like them consume in
private. Let’s go check it out!
Congruent Condition
Chocolate-flavored flavored cookies: The survey results show 64 celebrities have
purchased this product.
Cinnamon-flavored cookies: The survey results show 10 celebrities have purchased this
product.
If you have to choose one from these two to make a purchase, which one would you
choose?
1) Chocolate-flavored cookies: purchased by 64 celebrities.
2) Cinnamon-flavored cookies: purchased by 10 celebrities.
Incongruent Condition
Chocolate-flavored cookies: The survey results show 10 celebrities have purchased this
product. Cinnamon-flavored cookies: The survey results show 64 celebrities have
purchased this product.
If you have to choose one from these two to make a purchase, which one would you
choose?
1) Chocolate-flavored cookies: purchased by 10 celebrities.
2) Cinnamon-flavored cookies: purchased by 64 celebrities.