The Interrelationships of Logos Cognition, Perceived Value, Trust and Purchase Intention-An Example of Agricultural Logos

• Main Authors: Lin Jia Jian, 林家鍵
• Other Authors: 黃盈裕
• Format: Others
• Language: zh-TW
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/9cuaa5

碩士 === 南台科技大學 === 行銷與流通管理系 === 102 === As the lifestyle level increasing, "EAT SAFELY" and "RELIEVED EATING" becomes a fundamental requirement. However, the issue which consumers most concerned is pesticide residual in products. Therefore, it is important to estabilish safe brand certification and qualification system of products, to promote consumers' confidence and purchase desire. These are several common certification logos of agriculture products for normal consumers, such as: GAP, CAS, TAP...etc. In this study, we try to discuss the interactions among Logos Cognition, Perceived Value, Products Trust, and Purchase Intention. The study was conducting by a method of questionnaire and collected data from convenience sampling method. We used SPSS statistical software to conduct Descriptive Statistics Analysis, Factor Analysis, Reliability Analysis, Independent Sample t Test, Cross Analysis, regression analysis and Scheffe. The results show that: Logos Cognition can impact positively on Perceived Value and Products Trust; Perceived Value can impact positively on Products Trust; Products Trust can impact positively on Purchase Intention; Perceived Value has mediating effect between Logos Cognition and Products Trust. Products Trust has mediating effect between Logos Cognition and Purchase Intention; Products Trust has mediating effect between Perceived Value and Purchase Intention.