English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51491/86611 (59%)
Visitors : 8247674      Online Users : 96
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105342

    Title: 消費者對通用產品購買意願之研究
    Other Titles: A study of consumers' purchase intention towards generic products
    Authors: 范綱智;Fan, Kang-Chih
    Contributors: 淡江大學管理科學學系企業經營碩士在職專班
    李培齊;Lii, Peirchyi
    Keywords: 通用產品;知覺風險;知覺價值;購買意願;Generic Products;perceived risk;perceived value;Purchase Intention
    Date: 2015
    Issue Date: 2016-01-22 14:53:39 (UTC+8)
    Abstract: 通用產品的銷售情形在最近這幾年快速成長,使消費者對通用產品認識也越來越多,通用產品已逐漸影響社會大眾的消費型態。本研究深入探討消費者對購買通用產品時的社經背景、包裝與外部訊息的知覺風險、製造廠商形象及知覺價值、是否會影響其購買意願。
    The fast-growing sale of generic products in recent years has gained a stronger product knowledge for consumers, which generic products have increasingly influenced on the public’s consumption patterns. This research was looking into whether the socio-economic status of the consumer, the perceived risk of the packaging of generic products and its external message would influence on its consumer buying intention or not.
    The research findings are: the lower the perceived risk of the packaging and its external message, the higher the consumer buying intention; the higher the customer perceived value, the higher the consumer buying intention. The companies and the producers could use the research finding as a foundation to develop their generic brands, as well as to provide advices on their marketing strategies.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

    Files in This Item:

    File Description SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback