| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 96 === Because of living conditions improved, the output of the functional food and consumer market grow up continuously. The vinegar is among one of the healthy beverage. Some researches pointed out, there are close relations among consumer’s product involvement, risk perceiving and information dissemination. Thus, the main purposes of this research are:
1.To understand the level of consumers product involvement to the vinegar products.
2.Consumers demographics differences in product involvement, perceived risk and information dissemination.
3.The influence effect of product involvement, perceived risk and information dissemination to the purchase intentions.
4.Give suggestions to the fruits vinegar in Taichung Wine Factory.
The study on the consumers who purchase product of fruits vinegar in Taichung Wine Factory. Take questionnaire to process the research. And use statistics for analysis. The results are:
1.Consumers are not highly involvement to be average to the vinegar products.
2.There are significant difference of demographics difference in consumers product involvement, perceived risk, information disseminate.
3.There are close relationship and influence effect among consumers product involvement, perceived risk, information disseminate and purchase intention .
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