| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 103 === It became a global trend of IoT(Internet of Things) in recent years, 3C home appliances makers develop multi-oriented smart home products competitively.
With rapidly economic globalization, multi-national enterprises makes their competitiveness to be the top in the word through global combination and expand. As a result of intention appliances still not able to be acceptable by consumer over years of development and the study in intention to purchasing in relation to intention appliances, this study used Country-Of-Origin Effect that is often widely discussed in international marketing to be a perspective ti penetrate into the effects of service quality, product innovation, product involve on customer value and intention to purchasing.
This study is to find out some ways to inspire consumer intention to purchasing and to be a reference of marketing strategy in the future. This study used questionnaire, and release questionnaires over through internet facebook from which it got 359 valid samples to proceed descriptive statistical analysis, item analysis, One-Way ANOVA, regression analysis using SPSS 24.0 to confirm the status each variable, validity, reliability and verify on the assumptions.
This study shows that Country-Of-Origin Effect, service quality, product innovation can affect customer value and increase intention to purchasing. In addition, product involve can increase intention to purchasing as well. Among the sample analysis, service quality affects intention to purchasing the most, product involve and customer value are the second.
|
|---|
