近年來由於網路資訊的蓬勃發展，人們在進行消費行為前會接收到許多訊息，對於消費者信念的觸發以及塑造會有實際的影響，並且會影響消費者對於企業所提供之產品或服務的態度，進而會對所欲購買之產品或是服務產生期望。

探究過去的文獻可以得知，在消費者期望被提高的情況下會產生期望落差和安慰劑效應，但卻沒有全面性的探討形成期望落差和安慰劑效應的差異點以及源由，同時也較少探討在何種情況下期望對滿意度會有正向影響，產生安慰劑效應；或是何種情況下期望對滿意度會有負向影響，產生期望落差。

本研究以實驗設計的研究方法，以某一茶包品牌作為本實驗的產品，藉由操弄不同的訊息內容來源，分別提供「科學的證據及訊息」以及「包裝及代言人的訊息」，觸發並形成不同的信念類型，測量受測者對於接收到資訊所產生的信念之相信程度，並實際讓受測者試喝產品，衡量受測者對於不同信念所產生之期望與滿意度間的關係。

With the vigorous development of online information in recent years, consumers will receive lots of information before consumption, which will have a practical impact on triggering and shaping consumers’ beliefs. The products or services provided by enterprises affect consumers’ attitudes, they will have expectations for the product or service.

The past research on consumer expectations indicated that when to increase consumers' expectations, they will have the placebo effect and the disconfirmation effect. But there is no comprehensive discussion on the difference between the placebo effect and the disconfirmation effect. Meanwhile, prior research has not comprehensively assessed the effects of expectations, under which situation expectations have a positive impact on satisfaction, reflecting the placebo effect; under which situation expectations have a negative impact on satisfaction, reflecting the disconfirmation effect.

We conduct an experiment using a tea bag brand as the experimental product. We manipulate different sources of information content, providing “scientific evidence and information” and “packing and brand ambassador information”. Then measure the preoccupation and conviction of consumers’ beliefs to distinguish different types of beliefs. At the end of the experiment, participants were asked to drink the product, and measure the relationship between their expectations and satisfaction.

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