| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 100 === This study investigated factors affecting consumers’ intention to purchase philatelic items. Chunghwa Post company is state-run and has monopolistic domination over postal stamps. Despite the absence of competitors, with the change of the environment, post offices are also faced with an increasing demand for innovative operations. Therefore, how to enhance sales of philatelic items becomes an important issue for the company. By investigating purchase intention of consumers of philatelic items, this study attempted to Chunghwa Post a direction of future operations, in which the company could maintain their social functions, fulfill corporate responsibilities, and also generate more revenue for the national treasury.
The research subjects were consumers of philatelic items in 12 branches of Taipei Post Office and 13 Philatelic Centers around the nation. A total of 750 questionnaires were distributed, and 93.5% of them were returned. 673 responses were valid. In analysis, factor analysis was first conducted to extract factors and test the reliability and validity of the questionnaire. Later, Pearson’s correlation test and t-test were performed to find correlations between factors and differences between consumers with high product involvement and consumers with low product involvement. Finally, the proposed hypotheses were validated using hierarchical regression analysis. The main findings were as follows:
1. Service quality and purchase intention were significantly and positively correlated, suggesting that post office staff’s service quality will affect consumers’ intention to purchase philatelic items.
2. Professional ability and purchase intention were significantly and positively correlated, suggesting that post office staff’s professional ability will affect consumers’ intention to purchase philatelic items.
3. Product innovativeness and purchase intention were significantly and positively correlated, suggesting that innovativeness of philatelic items sold by post offices is also a determinant of consumers’ intention to purchase philatelic items.
4. Product involvement and purchase intention were significantly and positively correlated, suggesting that product involvement also has a significant impact on consumers’ purchase intention, and consumers with high product involvement tend to have higher purchase intention.
5. Product innovativeness would moderate the effects of professional ability and product innovativeness on purchase intention but not the effects of service quality on purchase intention.
|
|---|
