The Study of Sales Promotion, Involvement and Purchase Intention of Dietary Supplements among Teachers: Country of Origin Image as a Moderatoring Variable
碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === The purpose of this study is to investigate how sales promotion and involvement influence purchase intention when consumers purchase health food as well as to explore the moderating effect between country of origin image and other variables. A total of 365 ques...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/xexcj7 |
| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === The purpose of this study is to investigate how sales promotion and involvement influence purchase intention when consumers purchase health food as well as to explore the moderating effect between country of origin image and other variables. A total of 365 questionnaires were distributed to teachers in the central region of Taiwan and 307 valid copies were collected accounting for 84.1% of return rate. Factor analysis was performed for reliability and validity tests and correlation analysis and hierarchical regression were utilized to verify hypotheses.
The following conclusions were proposed based on the result of analysis:
1. The sales promotion has a significant and positive impact on the purchase intention.
2. The involvement has a significant and positive impact on thepurchase intention.
3. There is no significant moderating effect between the country of origin to the sales promotion and purchase intention.
4. There is no significant moderating effect between the country of origin to involvement and purchase intention.
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