The Impacts of New Products Adoption Decision on Retailers’ Purchase Intention: The Moderating Role of Relationship Quality

• Main Authors: Chien-Kuang Huang, 黃乾匡
• Other Authors: Kuen-Hung Tsai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/42446048849594574409

碩士 === 國立臺北大學 === 企業管理學系 === 98 === Consumers face high degree of uncertainty when evaluate new products, because they often make purchasing decisions due to information asymmetry. However, for the retailers of B2B market, they getting higher risk of introduction of new products subject to transaction costs, order quantity, limited display space and consumers demand. The present study focuses on outdoor gear industry that try to find whether shopping goods in the purchase decision-making is different from convenience goods. The present study follows Hultink’s view and based on personal interview to development survey questionnaire. As regards evidence model, the present study applies the structure equation model as a statistical analysis method to investigate the relationship of integrated. We suggest that when supplier development a new product strategy, they should establish a good relationship quality and consider the factors that retailers really care.