A Study of Relationship among Product Positioning, Anti-Counterfeiting Label, and Purchase Intention - A Case Study of Disney Products

• Main Authors: BenTsai, 蔡滋彬
• Other Authors: Mi-Chia Ma
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/qgwes8

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.