| Summary: | 碩士 === 國立聯合大學 === 經營管理學系碩士班 === 105 === Deep Ocean Water(DOW) industry is not mature yet in Taiwan, consumers are not fully aware of the industry as well as cognitive dissonance, and suffer from the negative impact of the media coverage of the product, resulting in panic and afraid to use the product. Although the industry claims that the product has a number of effects, and has been applied to various fields, consumers still do not trust, do not want to buy.Therefore, how to win the trust of consumers, to create industrial competitive advantage, is the main problem of this study.
Through the collection of relevant theoretical literature, we found that user experience, product information and brand image for consumers in the implementation of the purchase decision on the feelings and attitudes are affected. Therefore, this study takes the deep ocean water (DOW) as an example, and adopts the experiential scenario design method to explore whether the user experience, product information, brand image will affect the consumer's perceived value and behavioral intentions or not. Moreover, this study also tested the moderating effect of distrust on the relationship between brand image and behavioral intentions.
This study was tested on a sample of 180 customers from general public in Taiwan. The regression results revealed that user experience has a positive impact on perceived value, but the product Information has not a positive impact on perceived value. And brand image has a positive impact on perceived value before and after the experiment. In addition, the perceived value between the brand image and the behavioral intention has an intermediary effect before and after the experiment. Furthermore,distrust interfere the relationship between perceived value and behavioral intentions before the experiment, after the experiment, there is no interference with the factors.The results of this study have a theoretical contribution to the exploration of the DOW industry, this study also puts forward relevant theories and suggestions according to the research results.
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