The Relationship Among Local Specialty Industry Cognition, Customer Satisfaction and Purchase Intention — A Case Study of Jiji Town, Nantou

• Main Authors: HU, NAI-YUN, 胡乃韻
• Other Authors: LU, CHIA-JU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/nam34s

碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 106 === In recent years, the government is committed to promoting the development of tourism. The county and city commercial associations have also started to promote the selection of local specialties. They have selected Taiwanese specialties with local characteristics, innovations, or unique tastes. However, in fact, not every kind of lo-cal specialty can convey a deep impressions for tourists. When consumers purchase certain product, they consider if they are familiar with the product and decide wheth-er to purchase this product (Pine, 2004). This research aims to explore local charac-teristic industries on the promotion of consumer awareness and then explore whether there is a significant impact on customer satisfaction and purchase intention, and es-tablish links between these variables. The research data were collected from questionaires. The subjects were mainly visited tourists in Jiji Town. A total of 250 questionnaires were distributed, 212 valid questionnaires were analyzed by statistical software SPSS20.0. The purpose of the research is to analyze the relationship between customer experience value, customer satisfaction, and purchase intention. The research findings reveal that: 1. The recognition of local characteristic industry will positively affect customer satisfaction, indicating that when consumers have more knowledge of local characteristic industries, the higher customer satisfaction come with local specialties. 2. The recognition of local characteristic industries will positively affect the willingness to purchase. In other words, when consumers have more knowledge of local characteristic industries, the higher willingness to purchase local specialties will be. 3. Customer satisfaction will positively affect the purchase intention, indicating that when the customer satisfac-tion is higher, the higher purchase intention of local specialties will be. 4. Customer satisfaction has an intermediate effect on the recognition of local characteristic industries and purchase intention.