| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 103 === Fairtrade organizations guarantee that the production in the country of origin has taken place under the appropriate social standards that designed to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade. When a product carries the fair trade label it means the producers and traders have met the standards. Therefore, the aim of this research attempts to explore how source credibility, such as trustworthiness, expertise and attractiveness and purchase intention is related. This research involves a survey, comprised of one set of questionnaires for fair trade label and certificated store logo. Moreover, it also examined
the moderating effect of purchase experience between source credibility and product liking.
Results of this study shows source credibility in fair trade label has positive influence the relationship between product liking and purchase intention. In the certificated store logo, the source expertise does not influence product liking. To conclude, this study may be of importance in explaining the relationship between source credibility and purchase intention, as well as in providing company with a better understanding of how consumers’ attitude about fair trade source.
|
|---|
