A Study on the Relationships among Sensory Experience, Perceived Value, Word-of-Mouth and Consumer Purchase Intention--Taichung area Beauty Industry as an Example

• Main Authors: LIEN, JIA-ZHEN, 連家蓁
• Other Authors: YUAN, SHU-FANG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4jmz5q

碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 105 === 　　The purpose of this study is to explore the relationships among sensory experience, perceived value, word-of-mouth and purchase intention. in this study, data of beauty industry consumers are collected by way of non-random sampling method to facilitate questionnaires. With a total of 350 questionnaires distributed. 335 questionnaires are received, in which 26 questionnaires are invalid such that 309 questionnaires are valid, and the effective response rate is 92.24%. 　　The resulting conclusions of this study are listed as follows: 1. Sensory experience has a significant positive impact on perceived value, word-of-mouth and purchase intention respectively. 2. Perceived value has a significant positive impact on word-of-mouth and purchase intention respectively. 3. Word-of-mouth has a significant positive impact on purchase intention. 4. Perceived value preserves partial mediation effect between sensory experience and word-of-mouth. 5. Perceived value preserves partial mediation effect between sensory experience and purchase intention. 6. Word-of-mouth preserves partial mediation effect between sensory experience and purchase intention. 7. Word-of-mouth preserves partial mediation effect between perceived value and purchase intention.