The Relationship among Product Function, Perceived Value and Purchase Intention- A Study on Air Purifier in Taiwan Market

• Main Authors: Hsiao Fu-Che, 蕭輔哲
• Other Authors: Chen Su -chuan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/68099860352230969030

碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 101 === Owing to the rising problem of air pollution in Taiwan, people pay more attention to health and their demand for air purifiers is increasing. Except the major domestic air purifier brands, the foreign brands are ushered in with his own highly-noted international brands and powerful marketing resources, indirectly caused the oppression of domestic brands. So for domestic household appliance sellers, it has been a vital issue to attract more attentions and be prominent from the competitive market. This article targets on the relationship among air purifier product functions, customer perceived value: function value, social value and emotional value. Through this study we realize the key factor of consumers’ demand in order to provide suggestions and strategies to those in air purifier business management. This study investigates the customers capable of purchase and collects 362 effective questionnaires. In this study factor analysis, reliability analysis, descriptive analysis, multivariable analysis and SPSS are conducted. The empirical results show that: 1. Product function and customer perceived value have positive correlation. 2. Customer perceived value and purchase intention have positive correlation. 3. Product function and purchase intention have positive correlation.