| Summary: | 碩士 === 淡江大學 === 管理科學學系企業經營碩士在職專班 === 103 === The fast-growing sale of generic products in recent years has gained a stronger product knowledge for consumers, which generic products have increasingly influenced on the public’s consumption patterns. This research was looking into whether the socio-economic status of the consumer, the perceived risk of the packaging of generic products and its external message would influence on its consumer buying intention or not.
The research findings are: the lower the perceived risk of the packaging and its external message, the higher the consumer buying intention; the higher the customer perceived value, the higher the consumer buying intention. The companies and the producers could use the research finding as a foundation to develop their generic brands, as well as to provide advices on their marketing strategies.
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