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《Research on the Generalized Virtual Economy》 2011-03
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Influences of Brand Name and Virtual Experience on Evaluation of Product's SEC Attributes

ZHANG Hui(Business School of Nankai University,Tianjin 300071,China)  
An important reason why the brand name is valuable to the firm lies in the fact that it can signal information about products to the consumers.In this paper,we study the impact of brand name on evaluation of product's search,experience and credence attribute.The findings confirm that,prior to virtual experience,brand name increase the evaluations of experience and credence attributes,however,brand name is not found to affect the consumer's perception of search attributes.Virtual experience moderates the evaluations of experience attributes of different brands.Virtual experience also affects the attitude to brand,product knowledge,and willingness of purchase via the Internet of different products.
【CateGory Index】: F273.2;F224
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