The Effects of Product Quality and Service Quality on Purchasing Intention – A Case Study of Middle Taiwan Florist.

• Main Authors: Hsieh, Shin-Pei, 謝欣蓓
• Other Authors: Huang, Kai-I
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/28261917016118494242

碩士 === 東海大學 === 管理碩士在職專班 === 99 === Awareness of consumer rising to pay attention on consumer relationship, enhance quality of products and good quality of services are must be, no matter the tradition or technical industry is.the consumer satisfactory and purchasing desiring is the first pri- mary topic for any business. If the topic were stand out and satisfied consumer require in competitor market, it could be a very important subject. The researching aimed at how to realize the products quality and service quality to influence the consumer purchasing desiring. The relationship explored between the products and services quality on different background consumer through the question- nnaire researching and analysis. According to the researching result, here provide the suggestion for flower shop owner and researcher reference. The research is based on the consumer object of study in central Taiwan. The qu- estionnaire context included personal basic information, motivations, products quality scale, and service quality scale and consumer willingness to buy scale. Totally there are 300 questionnaires and there are 262 valid questionnaires recalled. The questionn- aires analysis was used SPSS 12.0 version software utility. The statistical analysis was according to the descriptive statistics, t-test, single factor analysis of variance, correla- tion analysis and regression analysis. The researching found. Because the products quality, service quality variables,and the personal background of attributes are different, the partly sub-structure surface th- ere is a significant difference. The products quality, service qualities also have a signi- ficant positive correlation. In addition, products quality and service quality were a significant structure prediction ability to influence consumer willingness to purchase desiring.