A Study on the Relationships among Product Innovation, Product Knowledge, Attitude and Purchase Intention

• Main Authors: Cheng-Yu Hung, 洪錚玉
• Other Authors: Yao-Huang Tseng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/70717892102358636902

碩士 === 大葉大學 === 企業管理學系碩士班 === 103 === The advancement of technology, the types of smart phones continue to flourish. However, the market share of smart phone industry has saturated. In order to capture consumers’ attention, manufacturers provide various and trendy functions for choices, and lead customers to build product knowledge through advertising and marketing strategies. Companies aim to expand the mass consumption and seek new markets. Therefore, this study will explore "product innovation and product knowledge" as variables, whether it affects consumers’ purchase intention. So that the companies can make more effective decisions on the development of product-innovation and enhance the delivery of product knowledge to the consumers in order to promote the overall product sales. The questionnaire is based on the research framework, and to make hypothesis and operational definition of each variable. The elementary school teachers in Chang-hua county are the object of questionnaire. The research process will be dividing into two stages of data collecting. The first stage is pretest, mainly focus on prelim of questionnaire to exam its’ consistency. The second stage is formal research, by giving questionnaire, totaling 289 participants’ data were collected. There are 289 valid sample analysis by means of SPSS and AMOS. The study results are: 1. The higher the degree of product innovation is, the better elementary school teachers’ attitude become. 2. The higher the degree of product innovation is, the stronger elementary school teachers’ purchase intention becomes. 3. The more knowledge elementary school teachers learn about product, the better their attitudes become. 4. The more knowledge elementary school teachers learn about product, the stronger their purchase intention becomes. In the conclusion of the study, it has proposed practical implications of management, restrictions of research and suggestions about follow-up researches.