ANALIZING THE EFFECTS OF COUNTRY IMAGE, PRODUCT KNOWEDGE AND PRODUCT VALUE TO PRODUCT PERCEPTION AND PURCHASING INTENTION

• Main Authors: Chih-Yuan Liu, 劉 智 源
• Other Authors: 廖淑伶
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/08410074174595489344

碩士 === 元智大學 === 管理碩士在職專班 === 94 === Taiwan’s retail industy normally expand and competitive, moreover, most studies have focused on convenient retail stores, while neglecting other outlets, such as bedding. However, many consumers regard the bedding product sector. This work indicates the relationship with country image, product knowledge and product value to product perception and purchasing intention. A questionnaire based on Likert-type seven points scale items and sent to consumers, and than obtain from 206 samples. Major results are analyzed by using the t test, correlation analysis and ANOVA. Statistical results enables the bedding company operate more effectively and enhancing business marketing, additionally, by effectively resulting in this study provide a valuable reference for bedding company manager when business decision.