| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 104 === Taiwan Recently has faced a series of food safety scandals, the brand trust and the perceived risk will affect the consumer’s purchase intention. The study is based on dairy products as research topic, using questionnaire survey to investigate how the brands trust and the perceived risk influence the consumer’s purchase intention. Also, we analyzed the above interference effect to the purchase orientation.
The study has found that brands trust and perceived risk will have great influence on consumer’s behaviors. The study result has indicated that consumer have the greatest willingness to purchase the Ruisui milk (Belongs to Uni-Prisendent company). Then, the Ruisui milk is believed to be the consumer’s most trustworthy brand of dairy product.
On the other side, consumers believed that Lin Feng Camp milk (Belongs to Wei-chuan company) was the most untrustworthy that consumers will most worried about the risk after purchase Lin Feng Camp milk among the other brands. Therefore, the perceived risk of finance and society and psychology was the highest.
The brand trust has the positive influence toward consumer’s behaviors. Among all perceived risk, physical risk will have negative effect toward consumer’s behavior. Leisure shopping orientation will increase the brand trust and the purchase intention. Convenient, experience, leisure, price, and brand reputation will decline the negative effect of psychological risk. Experience orientation and leisure orientation and price orientation will decline the negative effect of physical risk. Brand loyalty will decrease the negative effect of social risk and finance risk as well.
This study has provided some suggestions toward corporation as follow described. Consolidate the brand trust, decrease the perceived risk, attract the leisure shopping orientation consumer, win the identity of different shopping orientation consumer, and solve consumer behaviors’ negative effect of perceived risk.
|
|---|
