| Summary: | 碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 101 === Kinmen Kaoliang liquor (KKL) is popular/best selling for its good taste the past years, and the KKLs have had a brisk sale. It has 70% market for the KKL in Taiwan. Additionally, the update internet business apparently promoted KKL selling by virtual channel. KKL can be sold easily and fastly in virtue of serach engine and internet. We try to investigate the effects of some factors: decision-making, channels, products and the intention of customers on the motivation &; requirement of KKL purchasing.
Quesionnaires had been issued to 350 customers of KKL, aged 20- 60 years old, by which 305 customers are considered effective results (87%). And we also investigated with Questionnires to find the factors affecting the desire of purchasing, of which might enhancing the re-purchasing intention.
The experimental results are summarized as follows:
1.There is apparent negative influence of multi-products on the choice of consumers’ channels. In other words, the increasing miscellaneous products might reduce the necessity of channel choice. The increasing channels of goods might lessen the requirement of customers’ purchase.
2.There seems negative influence of channel’s choice on purchasing intention for the reduction of channel’s transformation.
3.The recognition of product-value has positive influence on the choice of products’ channel. In other words, the more understanding of the value of products may enhance the products’ channel for the requirements of the customers.
4.There is apparent negative influence of satisfactory channels on the choice of channels. In other words, the more satisfaction of channels, the less requirements of channel’s choice for the consumers. Generally, the more satisfactory channels, the less requirement of the channels’ shift for the customers.
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