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

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题名:	The Impact of Product Involvement to Purchase Motivation and Purchase Intention - A Case Study of Pineapple Cakes for Example
作者:	HSU, YU-HAN
贡献者:	休閒與遊憩管理學系
关键词:	product involvement;purchase motivation;purchase intention
日期:	2017
上传时间:	2017-09-13 06:34:45 (UTC+0)
出版者:	亞洲大學
摘要:	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.
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