Involvement and Purchase Intention Relationship – MIT Smile Logo

• Main Authors: Hui-Lin Yu, 尤蕙琳
• Other Authors: 朱倩儀
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/20467973357964113839

碩士 === 樹德科技大學 === 經營管理研究所 === 101 === 　In Taiwan, trade liberalization to threat the domestic industry, in order to counseling strengthen Taiwan''s vulnerable industries, and Taiwan-made products gradually being recognized. The domestic Industry who products labeled as made in Taiwan by themselves makes the product isn''t easy to identify. Therefore Ministry of Economic Affairs Industrial Development Bureau (IDB) to promote the "Made in Taiwan Product MIT Smile Logo" product verification system to improve the products made in Taiwan are great, and to spread of it. Enable consumers to know more about the Logo and expand the domestic market of Taiwan''s industry. 　People will be based on who want to buy the product to search information. According to the result, it will be exert an influence to purchase intention in Consumer. In this study, involvement antecedents, personal involvement and purchase Intention etc.., to explore the MIT Smile Logo certification of products about consumers purchase intention of involvement relationship. 　The results demonstrated that gender, marital status, age, personal monthly income, whether seen or know MIT Smile Logo, or ever seen advertising, publicity, to buy or not, ever used, and purchased number of times have significant difference. Individual factors for Involvement has significant. The least important factor were residence, education, occupation, the first time, product factors and situational factors. Involvement for purchase intention has a significant impact.