| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 103 === Lots of products are in the market. The modeling merchandise is one of the important issues to stand out and compete in the market. Consumers have to consider many and different kinds of factors while they are purchasing products. The study tries to understand the relationship between design of anthropomorphic product and purchasing intention. The study test reception degrees of anthropomorphic product and value as mediators.
The questionnaires are collect form Internet questionnaires and paper questionnaires. The useable questionnaires are 362. SPSS is used to analyze reliability, validity and multiple regressions. The findings of study are consumers’ perceived value, product involvement, and cuteness can affect purchase intention. In addition, consumers’ perceived value, product involvement, and cuteness are partial mediation between the degrees of anthropomorphic and purchase intention.
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