The Research of Traceability, Perceived Value, Brand Image and Related Purchase Intention in Southern Region

• Main Authors: CHIANG,YA-HSUAN, 蔣亞璇
• Other Authors: TING, KENG-SHENG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/293r27

碩士 === 高苑科技大學 === 經營管理研究所 === 106 === In recent years, Taiwan has been flooded with inferior quality commodities. Unethical manufactures had used low-quality business activity to gain high profit from Taiwanese consumers and cause the serious problem of food safety. The management of agricultural products and sanitation is already become the social issue. To ensure the health and safety of consumers and to promote the concept of agricultural product safety and product liability. The understanding of the food origination has become necessarily intention. This study mainly discusses the perceived value and brand image on purchase intention. The research is to facilitate the sampling technique to gather correlated data and utilize relevant statistical methods to examination and verification. The total of 400 questionnaires were distributed, and 383 were effectively recovered which means the recovery rate was 95.8%. The valid questionnaire data were analyzed by SPSS statistical software including reliability, validity analysis, narrative statistical analysis, independent sample T verification, variance analysis, and regression analysis, to further hypothesis. The concrete results of this study are summarized as followings:1. Traceable agriculture product has positive influence on perceived value.2. Traceable agriculture product has positive influence on brand image.3. Perceived value has positive influence on purchase intention.4. Brand image has positive influence on purchase intention.