A Study on Consumer?s Purchase Intention for Tea with Traceability System in Taiwan

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/3579

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題名:	A Study on Consumer?s Purchase Intention for Tea with Traceability System in Taiwan
作者:	lin chiang yuan
貢獻者:	Department of Business Administration
關鍵詞:	Traceability System;Perceived Value;Purchase Intention;Structural Equation Modeling
日期:	2007
上傳時間:	2009-11-17 11:17:39 (UTC+0)
出版者:	Asia University
摘要:	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.
顯示於類別:	[經營管理學系 ] 博碩士論文

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