The Impact of Price Promotion, Product Quality, and Service Quality on Purchase Intention—A case of "Enameled copper wire Industry in Taiwan"

• Main Authors: Cwo-JunLi, 李國賐
• Other Authors: Meng-Kuan Lai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/jv843w

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 104 === Consumers have become more conscious about the performance of home appliances such as washing machine, air conditioner and so on. The characteristics such as voices muted, energy efficiency and environmental protection all be noticed one after the other. These home appliances all have the component of enameled copper wire inside. Although the price of enameled copper wire is important without doubt. If the manufacturers of enameled copper wire could level up their product quality, and service quality, could those two factors affect the business buyers purchase intention? This is the main purpose of this study. Based on the literature review, established a conceptual model among price promotion, product quality, service quality, perceived value and purchase intentions and tried to identify the determinations of purchasing enameled copper wire. One hundred usable questionnaires were collected. Reliability and validity were first tested. Regression analyses were performed to test the hypotheses. The results of this research are as the followings. First, price promotion, product quality and service quality are all important for customers. Second, the assumption of “purchase intention is under the influence of perceived value” is partially supported. Third, service quality is the most important factor to influence purchase intention. Finally, we hope future research continue to explore the impact of other variables on the purchase intention of enameled copper wire to offer more accuracy suggestion for business planning.