Study on the consumer\'\'s perceived healing properties, product value and purchase intention of the micro-landscape products

• Main Authors: Chih-Lin Huang, 黃至琳
• Other Authors: 林慧玲
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ypz62t

碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 107 === Many people’s life patterns change as the living environment becomes compact. Fast–paced life inevitably exerts pressure on people nowadays. Moreover, since less people have enough time to do leisure activities, people turn to pursue other ways for relaxing and recharging. Healing products also hit the store shelves under this situation. Because most people live in limited rooms or houses, indoor micro-landscape product industry especially becomes popular and be highly discussed among people who would like to relax their mind. This research attempts to study micro-landscape products from three aspects: healing properties of micro-landscape products, perceived value and purchase intention. The research subjects are consumers who have purchased micro-landscape products. By convenience sampling method, a total of 500 online questionnaires were obtained. 455 of them are valid questionnaires and 45 are invalid questionnaires. The statistical software is SPSS(Version 20). The research result shows: the healing properties of micro-landscape products have positive influence on perceived value of consumers; the healing properties of micro-landscape products have positive influence on consumers’ willingness to buy; perceived values of consumers have positive influence on their willingness to buy. From the research result, it is recommended that the sellers highlight the healing properties in the design and promotion of micro-landscape products, thereby increasing the perceived value of consumers and their willingness to buy.