| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 102 === The purpose of this research was based on anti-counterfeiting label to construct
an integrated model, and applied literature reviews to examine the relationship of
product positioning, anti-counterfeiting and purchase intention. Therefore, in this
paper we took product positioning and anti-counterfeiting as independent variable,
purchase intention as dependent variable. Finally, we checked whether
anti-counterfeiting was intervening variables or not.
Questionnaire survey was used as a major method to study, 359 of 490 responses
were received, the return rate was 73.27%, but 10 copies of them were incomplete. So
we got 349 effective responses. This paper applied descriptive statistics, factor
analysis, validity analysis, reliability analysis, and regression analysis to examine the
influence of independent variables. The difference of variables for demographic
variables was studied by t test, ANOVA. The data analysis results could be
summarized below:
1. Product positioning had positive significantly influence on purchase intention.
2. Product positioning had positive significantly influence on anti-counterfeiting label.
3. Anti-counterfeiting label had positive significantly influence on purchase intention.
4. Anti-counterfeiting label had the intervening effect between product positioning
and purchase intention.
5. Product positioning, anti-counterfeiting label and purchase intention for the
demographic variables had partial significant differences.
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