| Summary: | 碩士 === 淡江大學 === 管理科學研究所碩士班 === 99 === Attention has been shopped on 15 to70 years old people in Taiwan because of the factors such as manufacturing has economies of scale, but limited profits and Consumers'' expend state changed. Companies should think about how to give the product a story or special feelings, their emotions to bring consumers the feeling of the mind in order to effectively enhance the consumer''s purchase intention.
This research is based on interviews with 5 experts and review the relevant literature, thereby establishing the structure of this scale with 54 questions. The questionnaires recovered 641 valid samples. Using an exploratory factor analysis to reconstruct three dimensions (Quality、Brand and Well-being), the sub-dimension and named. Cronbach’s value were above 0.84, show that the scale has good validity and reliability.
Confirmatory factor analysis showed that the scale has a good overall fit. The criterion related validity is also significant, so the scale has good criterion-related validity, that should effectively measure the scale consumers to buy products Rational and emotional considerations.
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