| Summary: | 碩士 === 國立成功大學 === 經營管理碩士學位學程 === 100 === This study investigates the effect of the purchase intention for agricultural product souvenir on cultural evaluation, product warranty and brand evaluation, which moderated by the situation factors. This study is focused on the KUAKAUYUAN Taiwan consumers.
596 valid samples were collected including 396 paper-based questionnaire surveys and 200 web-based one, and then analyzes through the descriptive statistics, factor extraction, reliability analysis, validity analysis, Regression analysis, independent samples T test and One-Way ANOVA. The study result will be described as follows:
1. The agricultural product souvenirs on cultural evaluation and purchse intention have positive significant effect.
2. The agricultural product souvenirs on product warranty and purchse intention have positive significant effect.
3. The agricultural product souvenirs on brand evaluation and purchse intention have positive significant effect.
4. The moderated by the purchase situation for agricultural product is strengthening the relationship between brand evaluation and purchase intention.
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