| Summary: | 碩士 === 長榮大學 === 高階管理碩士在職專班 === 98 === When consumers consider the purchase, the purchasing intentions will usually be in its perceived value and perceived transaction value. In the previous studies have explored the consumer for the ” existing products” of perceived benefits, perceived value and advertising prices to influence the acquisition value and perceived transaction value, and thus affect the purchase intention. However, this study is different from the past, scholars tried to focus on the consumer perceived value, product mix and customer satisfaction to explore.
The mode of sending out and collection questionnaires adopt random sampling in this study. These objects that we send out questionnaires are the employer of Quan Wei Food Corporation, stores and consumers. We send out 330 questionnaires. It was being deducted invalid and not filling out questionnaires. The number of effective questionnaire is 212 and the effective rate is 64%. The way of SPSS statistical analysis software is used data analysis include factor analysis, relevant analysis and hierarchical regression analysis.
The results of the study are:
(1) The consumer perceived value and customer satisfaction has a significant positive correlation.
(2) The product mix and consumer perceived value has a significant positive correlation.
(3) The product mix and customer satisfaction has a significant positive correlation.
(4) The product mix is a moderation effect between consumer perceived value and customer satisfaction.
Finally, it is hoped that the outcomes of the study can offer suggestions and reference to the corporations that are going to explore the consumer perceived value.
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