| Summary: | 碩士 === 國立成功大學 === 國際管理碩士在職專班 === 97 === The given study examined the relationship among attitudes toward a product, subjective norms, product trial experience, and purchase intentions. First, it was investigated whether high or low attitudes, subjective norms, and product trial experience have an effect on purchase intentions. Then, it was examined whether high or low attitudes and subjective norms exercise an impact on product trial experience. Third, the relationship between each of the research constructs and purchase intentions were investigated, as well as the relationship between attitudes, subjective norms and trial experience. Finally, it was tested whether demographics have an impact on purchase intentions of skin care products.
Empirical study showed the existence of an impact of attitudes and trial experience on purchase intentions, as well as that of attitudes and subjective norms on trial experience. There was not found enough evidence that subjective norms are positively related to purchase intentions. Furthermore, when regression analysis was employed to test the research constructs, it was found that attitudes exercise the most significant impact on purchase intentions followed by product trial experience. Besides, when investigating the relationship between attitudes, subjective norms and trial experience, attitudes were again proved to be more important for purchase intentions, than subjective norms. In addition, most of the demographics did not show any significant influence on purchase intentions, except for education factor, where High school students were found to have higher purchase intention than other education groups.
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