研究結果如下： 1.品牌可信度不僅影響一產品品牌是否被消費者列入選購之考慮集合，亦會影響消費者從考慮集合中做品牌選擇的決策。 2.在品牌考慮集合形成階段，品牌可信度中的「專業性」能力，在兩產品別中皆具有相對大之影響效果；但在品牌選擇階段，則「值得信賴」對選購品會有相對大之影響效果。 3.消費者對品牌的「知覺品質」與「所節省之資訊成本」認知，不僅在品牌考慮集合形成階段有顯著影響，亦顯著影響消費者最後對品牌方案的選擇。 4.在品牌考慮集合形成階段，消費者「知覺風險」認知在便利品中，會顯著影響消費者對產品品牌的購買考慮，但在做品牌最終選擇階段時的影響則已不顯著。 There is a variety of goods in the market, but not all consumers are familiar with them. Considering the imperfect and asymmetrical information structure of the market, consumers need some signals help to judge the quality of products to lower the risks of purchase. Thus, any external signal of products will become the reference when consumers make purchasing decision. Due to the limitations of individual marketing mix elements as credible signals provide us the motivation for examining brand credibility that play on consumer’s two-stage brand choice. Besides, we also examine these impact of there consumer’s perceptive factors on consideration set formation stage and choice stage. The independent variables are brand credibility, perceived risk, perceived quality and the saved information cost. Two outcome measures for each brand were elicited: consideration—“the brands of participants would seriously consider buying；choice—“the brands of participants would be most likely to buy .” In the data collection for this study we use two product classes：cell phone & toothpaste. The study we fielded at a university had two different versions. The main results of this study are： 1. Brand credibility not only affectt a brand entering the consideration set, but also affect one brand be choose from the consideration set. 2. On consideration set formation stage, expertise construct play a bigger role on convenient good and shopping good, but on brand choice stage, trustworthiness construct has the larger effect on shopping good. 3. The perceived quality and the saved information cost produce effect on consideration set formation stage and brand choice stage. 4. In consideration set formation stage, perceived risk obviously affect consumer’s consideration set formation on convenient good, but on brand choice stage, the effect of perceived risk has not found to be statistically significant.
