The Research of Technical Innovation and Lohas Principle Correlation Influence Take Toyota Prius as an Example.

• Main Authors: Syun-Jheng Jhan, 詹政勳
• Other Authors: Hua-Cing Cheng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/25125298467775998229

碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 96 === Marketing staffs know that lifestyle changes of Consumers, to design and provide appropriate products and services. Indicating effects of LOHAS lifestyle consumers through Technologic Innovation and product perception intermediary variables to Brand attitude and Purchasing intention - toyota prius hybrid car as an Example. The research by the questionnaire survey way, discovered the results after the statistical analysis confirmation : 1. LOHAS lifestyle has positive significant influence to product perception. 2. Partial LOHAS lifestyle has positive significant influence to technologic innovation. 3.Product perception has positive significant influence to brand attitude. 4.Technologic innovation has positive significant effect to brand attitude. 5.Technologic innovation has positive significant effect to product perception. 6.Brand attitude has positive significant effect to purchasing intention 7.Product perception is positive enhancement the effect of LOHAS lifestyle to purchasing intention. 8.Technologic Innovation is positive enhancement the effect of LOHAS lifestyle to Brand attitude.