| Summary: | 碩士 === 淡江大學 === 管理科學學系企業經營碩士在職專班 === 101 === Abstract:
This thesis is to study whether innovative products with low prices and the extent to which innovative products integrate other functions have an impact on sales? When consumers purchase products, "price" is one of the important factors that influence the purchase intention. The research hypotheses of this article are as follows:
H1: Price and the word-of-mouth have an interaction effect on purchase intention for innovative products.
H2: The extent to which innovative products integrate other functions and word-of-mouth have an interaction effect on purchase intention.
In regression analysis, when we take purchase intention as the dependent variable, word-of-mouth as the moderator, and price as the independent variable, the result of the study found that purchase intention for product with low price is affected by word-of-mouth more than product with high price; when we take purchase intention as the dependent variable, word-of-mouth as the moderator, and the extent to which innovative products integrate other functions as the independent variable, the result of the study found that purchase intention for innovative product with higher degree of integration of other functions is affected by word-of-mouth more than those with lower degree of integration of other functions.
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