| Summary: | 碩士 === 國立高雄師範大學 === 經營管理碩士在職專班 === 107 === The purpose of this study is to discuss Purchase Motivation and Requests from different backgrounds of consumers and analyze the relationship among Personal Factors, Purchase Motivation, and Decision Factor. The present study employs a questionnaire survey for consumers from Original Cake Shops in Kaohsiung. The survey was conduct in Snowball-sampling manner and it includes two sections. First section is Purchase Motivation Chart with 16 questions and second one is Decision Factor with 16 questions. This investigation altogether provides questionnaire 350, the actual recovery of 350 copies, of which 333 valid questionnaires, for an effective questionnaire returns-ratio is 85.6%. According to the research purposes and in order to test and verify the hypothesis, analyzed by statistical methods including descriptive statistics, one sample t-test, independence t-test, one-way ANOVA, Scheffe's posterior comparisons, Pearson product-moment correlation coefficient and Multiple Regression Analysis. Results of the research are described as follows:
1.When consumers’ think of eating the Original Cake, their Purchase Motivation is often influenced by whether the ingredients are natural or not, are there additives involved or by the recommendation of a friend.
2. When consumers’ think of eating the Original Cake, their Decision Factor is often influenced by attitude in attending to customers provided by salesperson, hygiene and well-lighted of the store, or whether the ingredients are natural or not.
3. There are more female customers than male customers in the Original Cake Shop. Purchase Motivation for customers is not affected by their age, marriage and education level. However, it will be varied by their occupation, residential area, where they purchase and disposable income. Family size and experience consumption also will not affect Purchase Motivation.
4. There are more female customers than male customers in the Original Cake Shop. Purchase Motivation for customers is not affected by their age, marriage and education level. However, it will be varied by their occupation, residential area, where they purchase and disposable income. Family size and experience consumption also will not affect Purchase Motivation.
5. There are four aspects for Purchase Motivation such as personal-related factor, social culture, products perception and purchase-situation. Those aspects are influenced by brand, price, flavor, safety and convenience of Decision Factor.
6. The study is analyzed and organized some key points. Those key points provide suggestions & product attributes and explain the Marketing strategy. Those key poins will be the reference for the Original Cake Shop.
Key Words: Kaohsiung Area, Original Cake, Consumer Behavior, Purchase Motivation, Decision Factor
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