The Relationships Between Consumers' Perception and Purchase Intention of Innovative Products- A Case Study of Hard Disk External Enclosure

• Main Authors: Li-June Chen, 陳麗君
• Other Authors: Kevin Yeh
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/27780189853124449202

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 99 === As the development of economic activities and technical improvement, the request of better products grows. Requests cause purchase. The revenue from purchase of new innovated products motivates producer’s investment in new products. So, it is important to find out the relationships between innovate products and purchase intention. This research takes HDD (hard disk) external enclosure, one kind of computer storage media, as an example for study. The HDD external enclosure is not only a computer device extender, but also a home media upgrade device. It is now been widely used. Through questionnaire survey and regression hypothesis tests, this research major find is follows: 1. Brand name effects the purchase intention. 2. Store name effects the purchase intention. 3. Price level effects the purchase intention. 4. Perceived quality mediates the linkages between brand name and purchase intention, between store name and purchase intention, and between price and purchase intention. 5. Perceived sacrifice mediates the linkages between brand name and purchase intention, between store name and purchase intention, and between price and purchase intention.