A Study on the Factors for a Customer to Choose Pineapple Cake as Local Specialty Gift

• Main Authors: HUANG, ZHANG-HENG, 黃章恒
• Other Authors: WANG,HSIU-YUAN
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/dw9267

碩士 === 中華大學 === 企業管理學系碩士班 === 101 === In recent years, the government of Taiwan has been actively promoting tourism, and tourists tend to have the habit of purchasing well-known gifts. Among famous gifts, pineapple cake is a tourist favorite, and the fierce competition of pineapple cake market is to be expected. By reviewing relevant literatures, factors that would influence the purchase intention for a gift include brand awareness, price promotion, product attribute and store attribute. Therefore, based on the factors, this study constructed a research model on purchase intention of consumers when purchasing pineapple cake. The subjects of the study taking the questionnaire survey were consumers who actually purchased pineapple cake gifts, and 400 valid questionnaires were retrieved. The study mainly analyzed the questionnaires with structural equation modeling (SEM). The study confirmed that brand awareness had positive influence on the purchase intention of consumers; the more consumers loved price promotion, the higher their purchase intention would be; the product attribute of a gift had positive influence on the purchase intention of consumers; the store attribute of a gift had positive influence on the purchase intention of consumers. In conclusion, the results of confirmatory analysis can serve as a reference for scholars in their future research and for the marketing application of gift dealers.