| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === Consumer decision-making process includes demand-recognizing, information-searching, decision-making, and post-purchase evaluating. What are the key factors affecting consumers’ purchase intention and actual buying behavior?
To investigating consumers’ decision process of a children’s desk lamp, Brand X did a consumer survey. Ａtotal of 300 questionnaires were collected. The participants were limited to parents who have 4-18-year-old children and who live with their children. The survey included questions about consumer’s decision-making process and also the product attitude and purchase intention of Brand X’s new product of children’s desk lamp. The study was based on the result of the survey done by Brand X. Using the Stimulus-Organism-Response Theory (S-O-R Theory) of consumer behavior theory as a structure to verify whether the hypothesis of the relationship between product attributes, product attitude and purchase intention is true, the study used SPSS 25.0 and LISREL to conduct the empirical analysis of the data of the result. In the study, description analysis, Pearson correlation, regression analysis, analysis of variance, factor analysis and price sensitivity measurement model conducted.
The empirical results showed as below:
1. The degree of incomprehensibility of product attributes has no significant impact on product attitude and purchase intention.
2.The degree of attractiveness of product attributes has a significant impact on product attitude and purchase intention, and product attitude has a mediating effect in the relationship between the degree of attractiveness of product attributes and the purchase intention.
3. The brand-purchasing experience has an impact on the purchase intention of both two situations, including brand-concealing purchase intention and brand-revealing purchase intention.
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