臺灣博碩士論文加值系統

This research analyzes people’s purchase intention towards the restaurant by using restaurant advertisement, reference group’s negative review, and discount. Participants in this study are divided into entity and incremental theorists. According to the previous studies, both of them have different perspective and way of thinking. In this study, we found that although they have different way of thinking, both of them give negative evaluation when they saw advertisement following by negative review, because they perceive the information as believable and reliable.
Furthermore, the factors that affect purchase intention, such as reference group and service failure are investigated. Reference group is divided into two groups, namely in-group and out-group, whereas service failure is categorized into outcome failure and process failure. This study reveals that entity theorists have lower purchase intention when the reviewer is young and report outcome failure. In addition, discount increases their purchase intention, even though it already decreases before. On the other hand, incremental theorist has indifferent purchase intention in every stimulus given to them.

This research analyzes people’s purchase intention towards the restaurant by using restaurant advertisement, reference group’s negative review, and discount. Participants in this study are divided into entity and incremental theorists. According to the previous studies, both of them have different perspective and way of thinking. In this study, we found that although they have different way of thinking, both of them give negative evaluation when they saw advertisement following by negative review, because they perceive the information as believable and reliable.
Furthermore, the factors that affect purchase intention, such as reference group and service failure are investigated. Reference group is divided into two groups, namely in-group and out-group, whereas service failure is categorized into outcome failure and process failure. This study reveals that entity theorists have lower purchase intention when the reviewer is young and report outcome failure. In addition, discount increases their purchase intention, even though it already decreases before. On the other hand, incremental theorist has indifferent purchase intention in every stimulus given to them.

ABSTRACT i
ACKNOWLEDGEMENT ii
Table of Content iii
List of Figure iv
CHAPTER I INTRODUCTION 1
CHAPTER II LITERATURE REVIEW 4
2.1. Service failure and perceived quality of services 4
2.2. Word of mouth 5
2.3. Purchase Intention 6
2.4. Reference Groups 7
2.5. Implicit Theories 9
CHAPTER III STUDY I 15
3.1. Overview and Design 15
3.2. Stimuli and Procedure 16
3.3. Dependent variable 19
3.4. Result and Analysis 20
3.5. Discussion 27
CHAPTER IV GENERAL DISCUSSION 30
4.1. Conclusion 30
4.2. Managerial Implication 31
4.3. Limitation and Future Research 32
REFERENCES 34
APPENDIX A 40

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