The Effect of Pricing on Purchase Intention for Different Channel-A Case Study of Hair Care Solution

• Main Authors: Lee,Jou-Ting, 李柔婷
• Other Authors: LIN,YANG-JHU
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/mzqad2

碩士 === 東吳大學 === 企業管理學系 === 103 === The number of bald rising ,due to life stress, diet and rest is not normal, coupled with familial genetic problems. In this phenomenon , products related hair care sprang up like mushrooms , but because of the limitations of national legislation ,the products in the network can not emphasize product efficacy, nor have medicinal ingredients , so the majority of products are all herbal plant .Therefore in the competition market,small firms with low capital and low brand awareness, in order to attract consumers to buy products ,that is important thing to think how to choose the channel of prducts and take product pricing. Therefore, this study aimed to investigate the effects of different purchase intention under different channel types and pricing. The results of this study are as follows: 1.Channel types of products to influence purchase intention was partially substantiated. 2.Product pricing methods have significant impact on purchase intention. 3.For consumers, the brand awareness of the channel types, pricing methods and purchase intention effect was partially moderator substantiated.