現今大多數人很容易被負面訊息所吸引，然而卻對正面訊息較無感。是因為消費者接收到正面或較中立的訊息時，並不會因而對公司或產品有加分作用，此乃消費者認為生產高品質的商品本是公司應有的責任。
而當負面訊息產生，將會影響消費者從認知產品前開始到確定購買產品後的所有行為。在過去的研究中，較少發現有關以負面訊息為出發點的探討，而多著重探討負面訊息是否會干擾其他兩者變數的關係。因此本研究將以負面訊息為主軸，並且加入認知風險、涉入程度、從眾行為以及品牌形象來了解當消費者接收到訊息時，是何種會改變購買意願。
本研究透過網路問卷調查平台總計收集268份有效問卷樣本進行統計分析，研究結果顯示負面訊息產生時，消費者會擔心購買後外界對自身的評論，但不會影響消費者本身使用該產品的疑慮。然而若對該產品產生使用上的疑慮，甚至是有可能危害身體，就會降低購買意願。有趣的是，外界看法則不會對購買意願產生影響。換言之，有些消費者並不在乎社會輿論而依然有購買意願。此外，訊息來源若是有專業知識的，也不會撼動長期在消費者心中已建立的品牌形象；僅消費者真正感知該訊息為負面時，才會對品牌形象造成影響。最後本研究發現到，即使該產品存在著風險，但若是有其他人選擇購買，則消費者本身仍然會有購買意願。

關鍵字：負面訊息、認知風險、涉入程度、從眾行為、品牌形象、購買意願

Many people tend to take note of negative messages but they are less drawn to positive ones. This is because, even if consumers receive positive or neutral messages, they may not think highly of the company or its product, convinced that the company should be able to produce high-quality products.
When a negative message arises, it affects consumers from getting to know about the product to buying the product. Previous studies have focused more on whether negative messages interfere with the interaction between any pair of relevant variables than on the messages themselves. Thus, this study explored whether perceived risks, involvement, conformity, or brand image affected purchase intentions when consumers received negative messages.
In this study, an analysis of 268 valid responses collected through an online survey indicated that when negative messages arise, consumers are concerned about how others see them after purchase, but not their use of the product. However, consumers show weaker purchase intentions if they are concerned about the use of the product or if the product has the potential to do harm to the body.
Interestingly, purchase intentions are not subject to anyone else's opinion, which means that some consumers hold purchase intentions regardless of how others see them. Moreover, if negative messages are provided by well-informed people, the messages may have no impact on the brand image already formed in the mind of consumers—unless consumers perceive them negatively. Finally, this study found that consumers show purchase intentions toward a product that poses risks, as long as others have bought it.

Key words：Negative Messages、Perceived Risk、Involvement、Conformity、Brand Image、Purchase Intention

一、中文文獻
1.王宥媛(2010)，訊息正反性與訊息來源可信度對有機農產品購買意願之影響─以產品知識為干擾變數，國立臺北大學企業管理學系碩士論文。
2.王依暉(2016)，網路口碑、品牌權益及從眾行為對使用親子飯店網頁遊客購買意願影響之研究，南華大學旅遊管理學系旅遊管理碩士班碩士論文。
3.江書晏(2015)，保健食品產品功能、涉入程度對購買意願影響之研究─以消費者年齡為干擾變數，中國文化大學商學院國際企業管理學系碩士論文。
4.吳淑微(2019)，網路負面謠言是銷售的敵人嗎？，國立臺北大學企業管理學系碩士論文。
5.吳萬益(2011)，企業研究方法(第四版)，台北：萬泰文化出版。
6.李芳瑤(2020)，目的地意象與從眾行為對旅遊意願的影響─以玉山主峰為例，開南大學觀光運輸學院碩士在職專班(觀光休閒組)碩士論文。
7.邱建智(2003)，負面口碑訊息對於消費者購買決策影響之探討，國立臺灣科技大學企業管理研究所碩士倫文。
8.邱皓政(2005)，量化研究法(二):統計原理與分析技術。臺北市:雙葉書廊。
9.邱皓政(2006)，量化研究與統計分析-SPSS中文視窗版資料分析範例解析，台北：五南。
10.林震岩(2008)，多變量分析，智勝出版社，561頁。
11.林詩菁(2012)，認知風險與消費者團購購買意願之研究─以票卷式團購網站為例，國立中山大學傳播管理研究所碩士論文。
12.洪毓穗(2000), 負面報導資訊下，消費者品牌認同、所有權狀態與企業回應策略對品牌態度之影響,國立臺灣大學商學研究所碩士論文。
13.徐雪芳(2014)，商店形象、知覺風險對知覺價值的影響─以負面訊息為干擾變數，大葉大學管理學院碩士班碩士論文。
14.翁怡婷(2019)，智慧型手機之品牌形象、顧客滿意度、購買意願之影響─以負面事件為干擾變項，南華大學管理學院企業管理學系管理科學碩士班碩士論文。
15.張愛華、曾友志、陳仁惠(2004),訊息媒體來源、訊息類型、企業回應策略與品牌認同對消費者反應之影響：公共報導 v.s. 網路轉寄訊息,廣告學研究,第二十二集,頁1-36。
16.陳家倫(2012)，Nike Facebook紛絲專頁使用意圖對其品牌形象與購買意願影響之研究，國立臺灣師範大學體育學系碩士學位論文。
17.陳勇廷(2013)，消費者之國家發展印象與涉入程度對於購買意願之影響，義守大學工業管理學系碩士論文。
18.陳怡臻(2015)，品牌形象對LINE官方帳號使用者訊息接受意圖及購買意圖之調節效果，國立屏東大學商業自動化與管理學系碩士班碩士論文。
19.傅筱君(2013)，醫美微整形相關訊息來源管道對消費者購買行為之影響─以知覺風險、涉入程度為中介變數，朝陽科技大學企業管理系碩士論文。
20.曾敬瑀(2015)，探討企業社會責任形象對消費者購買意願之影響─以來源國形象與品牌形象為調節因子，逢甲大學國際貿易學系碩士班碩士論文。
21.黃冠瑋(2019)，主購信任、知覺風險、從眾行為與購買意願之研究─以宜蘭縣國小教師辦公室團購為例，中華大學碩士論文。
22.劉朝銘(2003)，認知風險、涉入、品質與價值關係之研究─以網路商店為例，國立臺灣大學資訊管理研究所碩士論文。
23.廖國平(2017)，服務品質、品牌形象、口碑、廣告代言人與及購買意願之關係─以不動產業為例，萬能科技大學經營管理研究所碩士班論文研究。
24.賴力如(2014)，任務衝突對認知風險與組織績效影響之研究─以臺灣電子產業業務人員為例，玄奘大學企業管理學系碩士班碩士論文。
25.盧泉翰(2016)，品牌形象、口碑與認知風險對消費者菸品購買意願影響之研究，國立高雄應用科技大學國際企業系碩士論文。
26.謝宜芳(2006)，消費者獲知負面訊息產生抵制行為對品牌形象之影響，國立台北大學合作經濟系碩士學位論文。
二、英文文獻
1.Asch, S. E. (1951),“Effect of group pressure upon the modification and distortion of judgments,”Journal of Marketing Research, 16, pp.394-400.
2.Allen, V. L. (1965), Situational Factors in. Advances in Experimental and Social Psychology, Vol.2,ed. Leonard Berkowitz. New York, NY: Academic Press,pp.133-175.
3.Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, pp.27-41.
4.Aaker, D. A. (1991). Managing brand equity. NY: The free press.
5.Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage.
6.Aaker, D. A. (1996). Building strong brand. NY: The free press.
7.Assael, H.(1998), “Consumer Behavior and Marketing Action (6th ed.) ”, US：South-western College Publishing.
8.Bauer, R. A. (1960). Consumer behavior as risk taking. Chicago, IL, pp.384-398.
9.Burnkrant, B. E. & Cousineau, A. (1975),“Information and normative social influence in buyer behavior,”Journal of Consumer Research,2(3)pp.206-215.
10.Bloch, P. H. (1981),“An Exploration into the Scaling of Consumers’ Involvement with A Product Class,”Consumer Research,8,pp.61-65.
11.Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9, pp.183-194.
12.Brooker, G. (1984),“An Assessment of an Expanded Measure of Perceived Risk,”Advances in Consumer Research,11(1)pp.439-441.
13.Bearden, W. O., Netemeyer, R. G., and Teel, J, E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4) pp.473-481.
14.Beil, A. L. (1992), How Brand Image Drives Brand Equity, Journal of Advertising Research, Vol.32, No.11,pp.6-12.
15.Bearden, W. O., Rose, R. L., & Teel, J. E. (1994). Correlates of conformity in the consumption of illicit drugs and alcohol. Journal of Business Research, 30, pp.25-31.
16.Bikhchandani, S., Hirshleifer, D., & Welch, I. (1998). Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades ,Journal of Economic Perspectives, 12(3) pp.151–170.
17.Boyd, T. C., & Mason, C. H. (1999). The link between attractiveness of “Extrabrand” attributes and the adoption of innovations. Journal of the Academy of Marketing Science,27(3) pp.306-319.
18.Bikhchandani, S. & Sharma, S. (2001), Herd Behavior in Financial Markets-A review, In IMF Staff Papers,47(3)pp.279-289.
19.Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive Effects of Negative Publicity: When Negative Reviews Increase Sales. Marketing Science, 29(5) pp.815-827.
20.Cox, D. F. & Rich, S. V. (1964),“Perceived risk and consumer decision-making ─ the case of telephone shopping,”Journal of Marketing Research,1(4)pp.32-39.
21.Cox, D. F.(1967). Risk handing in consumer behavior：An intensive study of two cases. Risk Taking and Information Handling in Consumer Behavior, pp.34-81.
22.Cunningham, S. M.(1967),“The Major Dimensions of Perceived Risk, in Donald F. Cox(ed.),Risk Taking and Information Handling in consumer Behavior,”Boston： Harvard University press, pp.82-108.
23.Clarke, K. & Belk, R. W. (1979),“The Effects Of Product Involvement And Task Definition On Anticipated Consumer Effort,”Advances in Consumer Research, 6(1)pp.313-318.
24.Cialdini, R. B. (1993). Influence: Science and practice. (3rd ed.). New York: Harper Collings.
25.Cialdini, R. B., & Trost, M. R. (1998). Social influence: Socail norms, conformity, and compliance. In D. Gilbert, S. Fiske, & G. Lindzey (Eds.), The handbook of social psychology (4th ed., Vol. 2, pp. 151-192). New York: McGraw-Hill.
26.Cohen, J, Cohen, P, West, S. G., and Aiken, L. S. (2003), Applied Multiple Regression/ Correlation Analysis for the Behavioral Sciences (3rd ed.). Hillsdale, NJ: Lawrence Erlbaum.
27.Cocosila, M., Turel, O., Archer, N., & Yuan, Y. (2007),“Perceived health risks of 3G cell phones：do users care？”Communications of the ACM,50(6)pp.89-92.
28.Colin P Ho, Ph.D.(2014). Behavioral Economics and Our Brain’s Predisposition Towards the Negative.
29.Durbin , J. and Watson, G. S.（1950）,：Testing for Serial Correlation in Least Squares Regression :I, Biometrika, Vol. 37, Issue 3/4 pp.409-428.
30.Durbin , J. and Watson, G. S.（1951）,：Testing for Serial Correlation in Least Squares Regression :II, Biometrika, Vol. 38, Issue 1/2 pp.159-177.
31.Deutsch, M., & Gerard, H. B. (1955),“A study of normative and informational social influences upon individual judgment,”Journal of Abnormal Social Psychology, 51(3), 629-636.
32.Dunn, M. G., Murphy, P. E., & Skelly, G. U. (1986),“The influence of perceived risk on brand preference for supermarket products,”Journal of Retailing,62(2)pp.204-216.
33.Dobni, D. & Zinkhan, G. M. (1990), In search of brand image:A foundation analysis.
34.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991), Effect of price, brand and store information on buyers product evaluation, Journal of Marketing Research, 18(1) pp.307-319.
35.Dowling, G. R. & Staelin, R. (1994), “A Model of Perceived Risk and Intended Risk-Handling Activity,”Journal of Consumer Research,21(1) pp.119-134.
36.Fishbein, M. & Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
37.Feldman, J. M. & Lynch, J. G.(1988). Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention and Behavior. Journal of Applied Psychology, 73, pp.421-435.
38.Featherman, M. S. & Pavlou, P. A. (2003),“Predicting e-services Adoption：A Perceived Risk Facets Perspective,”International Journal of Human-Computer Studies,59(1)pp.451-474.
39.Ghosh, B. K. (1990), Equipment Investment Decision Analysis in Cellular Manufacturing, International Journal of Operations and Production Management, Vol.10, No.7, pp.5-20.
40.Graeff, T. R. (1996),“Using Promotional Messages to Manage the Effects of Brand and Self-image on Brand Evaluations,” Journal of Consumer Marketing, Vol.13, No.3, pp.4-18.
41.Garbarino, E. & Johnson, M.(1999).The Different Roles of Satisfaction Trust, and Commitment in Customer Relationship. Journal of Marketing,63, pp.70-87.
42.Garretson, J. A. & Clow, K. E. (1999),“The Influence of Coupon Face Value on Service Quality Expectations, Risk Perceptions and Purchase Intentions in the Dental Industry,” Journal of Service Marketing, Vol. 13, No.1, pp.59-72.
43.Houston, M. J. & Rothschild, M.L. (1978),“Conceptual and Methodological Perspectives on Involvement”, in Educators’ Proceedings, ed. S.C. Jain, Chicago: American Marketing Association, pp.184-187.
44.Holak, S. L. & Lehmann, D. R. (1990),“Purchase Intentions and Dimensions of Innovation：An Exploratory Model,”Journal of Product Innovation Management,7(1)pp.59-73.
45.Herr, P.M., F.R. Kardes and J. Kim(1991), “Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective", Journal of Consumer Research, 17(4)pp.454-462.
46.Howard, D. R., & Lankford, S. V. (1994). Developing a tourism impact attitude scale. Annuals of Tourism Research, 21(3), 121-139.
47.Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). Multivariate data analysis. Upper Saddle River, NJ: Prentice-Hall.
48.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11-12) pp.1762-1800.
49.Hair, J. F., Jr., Ringle, C. M., Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2) pp.139–151.
50.Jumin, L.,Do-Hyung, p., & Ingoo, H.(2008). The Effect of Negative Online Consumer Reviews on Product Attitude：An Information Processing View. Electronic Commerce Research and Applications, 7(3)pp.341-356.
51.Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25(1)pp.57-78.
52.Kaiser, H. F. (1970). A second-generation Little Jiffy. Psychometrika, 35, pp.401-415.
53.Kaplan, L. B. & Jacoby, J.(1972),“The Components of Perceived Risk.”in M. Venkatesan (eds.), Proceedings of the Third Annual Conference of the Association for Consumer Research, Chicago：Association for Consumer Research, pp.382-393.
54.Kaplan, L. B., Szybillo, G. J.,& Jacoby, J. (1974),“Components of Perceived Risk in Product Purchase,”Journal of Applied Psychology,59(3)pp.287-291.
55.Kassarjian, H. H., & Robertson, T. S. (1981). Perspectives in consumer behavior. Upper Saddle River, NJ: Pearson Scott Foresman & Co.
56.Kamins, M. A. & Marks. L. J. 1991. The perception of kosher as a third party certification claim in advertising for familiar and unfamiliar brands, Journal of the Academy of Marketing Science, 19(3) pp.177-185.
57.Knauer, V. (1992), Increasing customer satisfaction. United States Office of Consumer Affairs.
58.Keller, K. L. (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol.57, No.1, pp.1-22.
59.Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4/5), 249-261.
60.Kensinger, E.A.,Corkin, S.(2003). Memory Enhance ment for Emotional Words：are Emotional Words more Vividly Remembered than Neutral Words？Memory and Cognition, 31(8)pp.1169-1180.
61.Kotler, P. & Keller, K. (2006), Marketing Management, 12e, Pearson International Edition, Upper Saddle River, New Jersey: Prentice-Hall.
62.Locander, W. B., & Hermann, P. W. (1979),“The Effect of Self-Confidence and Anxiety on Information Seeking in Consumer Risk Reduction,”Journal of Marketing Research,16(2)pp.268-274.
63.Laurent, G., & Kapferer, J.-N. (1985),“Measuring consumer involvement profiles,”Journal of Marketing Research, 22(1)pp.41-53.
64.Laroche, M., Kim, C., & Zhou, L. (1996), "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, Vol. 37(2) pp.115-120,
65.Lascu D., & Zinkhan, G. (1999),“Consumer conformity: Review and applications for marketing theory and practice,”Journal of Marketing Theory and Practice, 7(3)pp.1-12.
66.Liaw, G. F., Zhu, Z. W. & Lee, Y. H. (2005),“The effects of risk Reduction strategies on consumers’ risk perceptions and online purchase intention,”Pan-Pacific Management Review,8(1)pp.1-37.
67.Lee, Y. J. & Park, J. K. (2008),“The Mediating Role of Consumer Conformity in E-compulsive Buying,”Advances in Consumer Research,35,pp.387-392.
68.Liang, B., & He, Y. (2012), The effect of culture on consumer choice: The need for conformity vs. the need for uniqueness. International Journal of Consumer Studies, 36(3) pp.352-359.
69.Marc, G. W., Chris, T. A., & William, R. D.(1981). Negative Information：Perspectives and Research Direction. Consumer Research,8(1)pp.398-404.
70.Miserski, R. W.,(1982), An Attribution Explanation of the Disproportionate Influence of Unfavorable Information, Journal of Consumer Research, Vol.9, No.3, pp.301-310.
71.Mitchell, V. W. & Greatorex, M. (1989),“Risk Reducing Strategies Used in the Purchase of Wine in th UK,”International Journal of Wine Marketing,1(2)pp.31-46.
72.Murray, K. B. & Schlacter, J. L. (1990),“The impact of services versus goods on consumers’assessment of perceived risk and variability,”Journal of the Academy of Marketing Science,18(1)pp.51-65.
73.Maheswaran, D., & Meyer-Levy, J.(1990). The Influence of Message Framing and Issue Involvement. Journal of Marketing Research,27, pp.361-367.
74.Morwitz, V. G. & Schmittlein, D. (1992). Using segmentation to improve sales forcasts based on purchase intent: Which “intenders” actually buy? Journal of Marketing Research, 29(4) pp.391-405.
75.Mitchell, V. W. (1992), Understanding consumers’ behavior：can perceived risk theory help？Management Decision,30(3).
76.Mehta, A., (1999), Using self-concept to assess advertising effective-ness, Journal of Advertising Research, Vol.39, No.1, pp.81-89.
77.Miyazaki, A. D. & Fernandez A. (2001),“Consumer perceptions of privacy and security risks for online shopping,”Journal of Consumer Affairs,35(1)pp.27-44.
78.Mahon, D., & Cowan, C. (2004). Irish consumers' perception of food safety risk in minced beef. British Food Journal,106(4) pp.301-312.
79.Netemeyer, R.G. & Bearden, W.O. (1992). A Comparative Analysis of Two Models of Behavioral Intention. Journal of Academy of Marketing,20(1), pp.49-59.
80.Oliver, R. L. & Bearden, W. O. (1983), "The Role of Involvement in Satisfaction Process," Advances in Consumer Research, pp.250-255.
81.Perry, M. & Hamm, B. C. (1969),“Canonical analysis of relations between socioeconomic risk and personal influence in purchase decisions.”Journal of Marketing Research,6(3)pp.351-354.
82.Peter, J. P., & Tarpey, L. X. (1975),“A Comparative Analysis of Three Consumer Decision Strategies,”Journal of Consumer Research,2(1)pp.29-37.
83.Park, C. W., Jaworski, B. J. & Maclnnis, D. J. (1986), Strategic Brand Concept-Image Management, Journal of Marketing, Vol.50, No.4, pp.135-146.
84.Petty, R. E. & Cacioppo J. T. (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change, New York Inc. Springer-Verlag.
85.Pulling C., Netemeyer, R. G. & Biswas, A (2006),“Attitude Basis Certainty and Challenge Alignment：A Case of Negative Publicity.” Journal of the Academy Marketing Science, Vol. 34 No.4, pp.528-542.
86.Roselius, T.(1971),“Consumer rankings of risk reduction methods,”Journal of Marketing, 35(1)pp.56-61.
87.Ross, L., Bierbrauer, G., & Hoffman, S. (1976). The role of attribution processes in conformity and dissent: Revisiting the Asch situation. American Psychologist, 31(2) pp.148-157.
88.Robertson, T. S., Zielinski, J., & Ward, S. (1984), Consumer Behavior. New York：Scott Foresman Company.
89.Richins, M. L. & Bloch, P. H. (1991), Post-purchase product satisfaction: Incorporating the effects of involvement and time. Journal of Business Research, 23(2)pp.145-158.
90.Sherif, M. (1936). The psychology of social norms. New York: Harper and Brothers.
91.Sherif, M. & Cantril, H. (1947), The Psychology of Ego Involvements, Social Attitudes and Identifications, Chapman & Hall.
92.Sherif , C. W., Kelly, M., Rodgers, H. L., Jr., Sarup, G., & Tittler, B. I. (1973), “Personal Involvement, Social Judgment, and Action,” Journal of Personality and Social Psychology, 27, pp.311-328.
93.Shimp, T. A.,& William, B.(1982),“Warrant and Other Extrinsic Cue Effect on Consumer Risk Perception,” Journal of Consumer Research,9(6) pp.38-46.
94.Slama, M. E. & Tashchian, A. (1985),“Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement,”Journal of Marketing,Vol.49,pp.72-82.
95.Srinivasan, N. & Ratchford, B. T. (1991),“An Empirical Test of a Model of External Search for Automobiles,”Journal of Consumer Research,18(2)pp.233-243.
96.Stone, R. N. & Gronhaug, K. (1993),“Perceived risk：Further Considerations for the Marketing Discipline, ”European Journal of Marketing,27(3)pp.39-50.
97.Schiffman, L. G. & Kanuk, L. L. (1994), Consumer Behavior(2nd ed), New Jersey Prentice-Hal.
98.Schiffman,L. G., & Kanuk, L. L. (2000). Consumer behavior (7th ed.). Englewood Cliffs, NJ: Prentice Hall International, Inc.
99.Traylor, M. B.(1981),“Product Involvement and Brand Commitment,”Journal of Advertising,21(12)pp.51-56.
100.Tan, S. J. (1999),“Strategies for Reducing Consumer’s Risk Aversion in Internet Shopping,”Journal of Marketing,16(2)pp.168-180.
101.Villa, J. R., Howell, J. P., Dorfman, P. W., & Daniel, D. L. (2003). Problems with detecting moderators in leadership research using moderated multiple regressions. Leadership Quarterly, 14, 3-23.
102.Woodside, A. G. (1968), Group Influence and Consumer Risk Taking：An Experimental Study. The Pennsylvania State University.
103.Zaichkowsky, J. L (1985), “Measuring the involvement construct”, Journal of Consumer Research, Vol.12, pp.341-352.
104.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(7), pp.2-22.