The Impact of Bikini Effect on Purchasing Intention of Anti-sunlight Notebook

• Main Authors: Hsin-HuiWu, 吳心惠
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/45697065273578340316

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 98 === The purpose of this study is to explore key factors of product attributes and further to understand the relationship between product attributes, purchase intention and the moderating effect (bikini effect). Two types of questionnaires (A and B) were developed in this research to evaluate the moderating effect, bikini effect, by using dummy variable (bikini effect) from multiple regression analysis. Major respondents were native of Taiwan and major collection achieved by web-link questionnaire. Two groups of sample were used to evaluate the relationship of product attributes, purchase intention and bikini effect, by using multiple regression analysis. This study indicated that product attributes and bikini effect will affect purchase intention with bikini effect. The results also imply that lower the level of innovative products’ complexity will increase customers’ intention to purchase innovative products, anti-sunlight notebook. In addition, the higher compatibility and word of month will increase customers’ intention to purchase anti-sunlight notebook as well. Moreover, bikini effect does affect purchase intention of anti-sunlight notebook consuming.