The Relationship among Product Attribute, Product Knowledge, Product Image, Perceived Value and Consumer Purchase Intention－A Case of Hybrid Electric Vehicle

• Main Authors: Yeh-Chun Wang, 王業竣
• Other Authors: Shih-Chi Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/v7n46j

碩士 === 國立彰化師範大學 === 企業管理學系 === 102 === Due to the environmental awareness, people began to attach importance to energy efficiency and reduce carbon. This global trend affects us to purchase green product. For this reason, we focus on hybrid car in this study and propose a research framework including product attribute, product knowledge, product image, perceived value and consumer purchase intention. A total of 367 valid responses were collected in our research, and we adopted structural equation modeling to examine our hypotheses. Our results suggest that product attribute, product knowledge and product image had the most significant influence on perceived value and consumer purchase intention. However, product attribute did not have direct impact on consumer purchase intention. Our findings have implications for companies on making marketing strategies. Companies should popularize benefits of using hybrid cars for enhancing consumer’s purchase intention.