在日常生活中，消費者為了滿足自身需求，會藉由購買產品或服務以達成目的。而商家所給予的資訊回饋即傳達了消費者在使用商品上的優缺點，並提供指正或鼓勵，讓消費者清楚自己的表現，使他們可以透過資訊回饋調整自己在商品上的使用狀況。我們認為面對不同程度表現風險的商品時，資訊回饋對消費者會造成不同的影響。在實驗一中，我們發現當消費者面對高表現風險的商品時，得知正向(vs. 負向)回饋會對商家有較高的評價，但在面對低表現風險的商品時，消費者不論得知何種資訊回饋，對商家評價都沒有顯著差異。此外，於實驗二中我們另外加入產品知識因子，進一步分析在三因子的交互作用下，消費者獲得資訊回饋後對商家評價會產生何種變化。

In daily life, consumers buy products or services in order to meet their demands. Information feedback given by firms conveys the pros and cons on how consumers use the product. It also contains correction or encouragement which helps consumers knowing and adjusting the way they use the product. We posit that information feedback will have different effects on consumers when they face products with different levels of performance risk. This research intends to investigate the likelihood on changing the firm evaluation after consumers receive feedback from firms, under different levels of performance risk. In study 1, we found that when facing products with high performance risk, positive feedback will make consumers have better firm evaluations compared to negative feedback. However, no matter which types of feedback consumers receive from firms, there is no significant effect on firm evaluation. Product knowledge is also added to further enrich the discussion.

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