The Effect of Consumer’s Product-Involvement and Perceived-Riskon Purchase Intention by states of favor with Retail Formats

• Main Authors: Guo-Guang Ren, 任國光
• Other Authors: Ling-Lang Tang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/80563009289110136956

碩士 === 元智大學 === 管理研究所 === 97 === The survey released by a market research organization, E-ICP, shows that in 2007, the market scale of hair-rinse products in Taiwan values about 8.5 to 9.2 billion NT dollars. However, only a scarce number of academic papers researched on topics related to hair-rinse products, such as the product involvement, perceived risk and purchase intention of consumers. This study, being supported by an objective market survey of 500 valid questionnaires on randomly selected interviewees, will provide more comprehensive information on hair-rinse products. The study aims to construct and verify a pattern of causality concerning consumer’s product involvement, perceived risk and purchase intention on hair-rinse products. To further ascertain the study results, the researchers also took into account of interfering variables, states of favor with retail formats, and cross-checked the results with structural equation model (SEM) in their analysis. The results of this study show as follows: 1. Product involvement influences perceived risk in negative: the subjective recognition of product involvement affects the perceived risk. The more the product involvement, the less the perceived risk. 2. Product involvement influences purchase intention in positive: the positive causality between perceived risk and purchase intention. 3. Perceived risk has an obvious negative influence on purchase intention: perceived risk affects consumer’s purchase intention – the higher the consumer’s perceived risk, the lower the consumer’s purchase intention. The lower the consumer’s perceived risk, the higher the consumer’s purchase intention. 4. States of favor with retail formats interfere with product involvement and perceived risk. 5. States of favor with retail formats relate to purchase intention is off obvious.