The Influence among Commodity Imagination, Perceived Value and Purchase Intention; A Case of Cartoon Gifts in Convenience Store
碩士 === 健行科技大學 === 國際企業經營系碩士班 === 103 === The main purpose of this study is to investigate the influence among commodity imagination, perceived value and purchase intention, and the moderating effects of consumer involvement. Consumers of a convenience store in Taiwan aged over 18 were taken as t...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2015
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/8y63b4 |
| Summary: | 碩士 === 健行科技大學 === 國際企業經營系碩士班 === 103 === The main purpose of this study is to investigate the influence among commodity imagination, perceived value and purchase intention, and the moderating effects of consumer involvement.
Consumers of a convenience store in Taiwan aged over 18 were taken as the research samples. Primary data were collected through convenience sampling.
The main findings are as follows: （1） Commodity imagination has the most significantly positive influence on hedonic value, followed by on conspicuous value and on utilitarian value. （2）Hedonic value also has the most significant influence on purchase intention, followed by conspicuous value and utilitarian value. （3） Consumer involvement has a moderating effect between the influences of utilitarian value on consumer purchase intention.
|
|---|