| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === With the current traffic and network more and more developed in the world, making trade between countries become increasingly common, leading to the formation of the trend toward globalization of markets, each market will have many new products on the market, among which the most diverse range of items to facilitate also the most consumers are buying. However, consumer product familiarity and product knowledge will affect consumer information processing capacity (Howard and Sheth 1969), so this study is to investigate consumer product knowledge has on perceived quality and perceived impact of the price and then affect their perceived value of consumers and thus affect the purchase intention.
According to literature and logic reasoning, this research tries to structure an ideal model: product knowledge , perceived price, perceived quality, perceived sacrifice, perceived value and purchase intention. Finally, the research result offers industry a discussed reference.
The questionnaire survey research method is applied in this study. The research subjects are the customer . Using convenience sampling in research, sent out 400 questionnaires altogether, which have been received effective questionnaires by 363 shares. Therefore, the effective recovery rate is 95.5%. The series of analyses are made by using SPSS 12.0, including factor analysis, correlation analysis and regression analysis. The results are mainly as below:
1. Product knowledge has significantly positive effect on perceived price.
2. Product knowledge has significantly positive effect on perceived quality.
3. Perceived price has significantly positive effect on perceived quality.
4. Perceived price has significantly positive effect on perceived sacrifice.
5. Perceived quality has significantly positive effect on perceived value.
6. Perceived sacrifice has significantly positive effect on perceived value.
7. perceived value has significantly positive effect on purchase intention
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