A Study on the Effect of Product Attribute to Involvement and Perceived Quality - Using Wet Wipe Purchasing Behavior as an example

• Main Authors: Chien-JuiHuag, 黃千瑞
• Other Authors: Shih-Chieh Fang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/4h6yfp

碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 102 === Abstract Nowadays, it is very often to see all kinds of non-woven applications in sanitary fields, such as wet wipe, diaper, sanitary napkin…etc. All these kinds of one-time use product are getting more popular, because of technology growth in non-woven industry. Also, the technology progress makes the cost down and expand in more categories. When customers receive stimulates, they start to evaluate internally about how to proceed the purchasing process, and finally they might do the action. All these causes ＆ consequences build the consumer behavior. The purpose of this research is to understand from involvement, then customers start to focus on product attributes, and at last form perceived quality toward the product or service. How about the interaction of involvement / product attributes / perceived quality? How do they influence each other? This research will take wet wipe as the example, and try to find out if the correlations among these factors are obvious or not. The result shows that involvement factors will have influences on involvement types；involvement types will have influences on perceived quality. However, the product attributes do not show the evidences that they could affect the correlation between involvement type and perceived quality. Corporate could understand the correlations between involvement factors / types and perceived quality, and try to find out the best marketing portfolio.