The Relationship among Package Design, Perceived Value and Consumer’s Purchase Intention: The Case of Cosmetics

• Main Authors: Ming-ChihChu, 楚明智
• Other Authors: Chaur-Shiuh Young
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/464jfm

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 104 === In this study, consumers purchasing in cosmeds and watsons in Tainan City were were observed to (a) examine the influences of package design, perceived value, and consumer’s purchase intention, and (b) verify the mediating effect of perceived value on the relationship between package design and purchase intention. A questionnaire survey method was applied to collect research data. The purposive sampling was applied in this study. 400 questionnaires to consumers in Tainan City, and a total of 379 valid questionnaires were retrieved (effective response rate was 98.44%). Descriptive statistics, reliability analysis, validity analysis, and regression analysis employed to process the collected data and verify the proposed hypotheses. Research findings revealed that: (1) The package design of cosmetics has significantly positive effect on perceived value; (2) The package design of cosmetics has significantly positive effect on consumer’s purchase intention; (3) The perceived value has significantly positive effect on consumer’s purchase intention; (4) The perceived value mediates the relationship between package design and consumer’s purchase intention. Key words: Package Design, Perceived Value, Consumer’s Purchase Intention, Cosmetics