ASIA unversity:Item 310904400/3579
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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/3579


    Title: A Study on Consumer?s Purchase Intention for Tea with Traceability System in Taiwan
    Authors: lin chiang yuan
    Contributors: Department of Business Administration
    Keywords: Traceability System;Perceived Value;Purchase Intention;Structural Equation Modeling
    Date: 2007
    Issue Date: 2009-11-17 11:17:39 (UTC+0)
    Publisher: Asia University
    Abstract: Traceability systems are recordkeeping systems that keep product information from
    the creation through marketing. Such systems are important in ensuring food safety and
    consumer welfare, particularly when information asymmetric exists. Consequently, the
    government has introduced the voluntarily traceability system for agricultural products in
    2004.
    Using tea with traceability system as an example, the purpose of this study is to
    examine if traceability is an effective cue in impacting consumer?s perceived quality via
    perceived warranty and perceived price. In addition, this study also investigated whether
    perceived warranty induced by traceability system enhances perceived value and thus
    consumer?s purchase intention, based on Monroe and Krishnan (1985).
    The study found that both perceived price and perceived warranty are effective cues
    for perceived quality which in turn positively enhances perceived value and purchase
    intention. Furthermore, this study also found that product price has a positive effect on
    both perceived quality and perceived sacrifice. All of these findings further confirmed
    Krishnan?s (1985) and Zeithaml?s (1988) proposition that perceived value is the most
    important factor influencing consumer?s purchase intention and that perceived value is a
    result of moderating effect between perceived quality and perceived sacrifice.
    Appears in Collections:[Department of Business Administration] Theses & dissertations

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