The Impact of Product Involvement to Purchase Motivation and Purchase Intention - A Case Study of Pineapple Cakes for Example

ASIAIR > College of Management > Department of Leisure and Recreation Management > Theses & dissertations > Item 310904400/107389

Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/107389

Title:	The Impact of Product Involvement to Purchase Motivation and Purchase Intention - A Case Study of Pineapple Cakes for Example
Authors:	HSU, YU-HAN
Contributors:	休閒與遊憩管理學系
Keywords:	product involvement;purchase motivation;purchase intention
Date:	2017
Issue Date:	2017-09-13 06:34:45 (UTC+0)
Publisher:	亞洲大學
Abstract:	The purpose of this study is to understand the association of consumer product involvement, buying motivation and purchase intention. By using the consumers who purchase Shimmer Forest pineapple cakes in Nantou area as the object of study. A total of 191 valid samples were collected and analyzed by using the questionnaire. The results of this study were： (1) The degree of involvement of consumers to pineapple cakes will positively affect the purchasing motivation. (2) Products involvement of consumers to pineapple cakes will positively affect the purchasing intention. (3) The purchasing motive of consumers will positively affect the purchasing intention. (4)The consumers’ buying motive will affect the degree of product involvement and the relationship among the purchase intention. Finally, the relevant conclusions and suggestions are put forward according to the research results.
Appears in Collections:	[Department of Leisure and Recreation Management] Theses & dissertations

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	333	View/Open

View Licence