| Summary: | 碩士 === 國立中興大學 === 農業經濟與行銷碩士學位學程 === 105 === Recently, Marketing are highly competitive, Self-Service Store has become an up-and-coming retail channel and combined with electronic technology applications. In addition, Electronic Commerce has created a new commercial behavior and a new economic model. This study explores Consumers’ purchase intention on fresh milk through vending machine. The purpose of this research is to understand the acceptance of consumers on the vending machine. This study is based on Theory of Reasoned Action to analysis of consumer behavior in the purchase decision. Explore the willingness of consumer to use the electronic payment and cloud technology vending machine with Technology Acceptance Model. Analyzing the influence Brand Image , Technology Innovation , Perceived ease of Use , Perceived Usefulness , Subjective Norm and Behavior Intention on consumers purchase intension.
Those 175 copies of questionnaires were received and 147 copies worked effectively. The data were verified and analyzed through descriptive statistics and factor analysis and reliability analysis and Analysis of Correlation and Structural Equation Model and Analysis of Variance. According to the results of the path analysis, the hypothesis of this study will affect the behavior intention and then affect the purchase intention of the study results are statistically significant. Research confirmed Technology Innovation were significantly influence Perceived Usefulness and Perceived Ease of Use .And Perceived Usefulness has a high influence on behavior intention . The study report Taiwan consumer preferences the practicality of technology. This study of technological innovation, subjective norms and brand image on the purchase of the impact of the part. Subjective normative path coefficient is higher than technological innovation and brand image. The study that Taiwanese consumers easy to the influence of relatives and friends around, and for the application of technology combined with the brand image effect yet to be strengthened.
Finally, this study suggests that Taiwan''s innovative drinks through the cost of saving access and the introduction of technology and brand elements to create consumer preferences, still require industry and government to work hard with the on governance and innovation.
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