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    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 14:34:45 (UTC+8)
    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:[休閒與遊憩管理學系] 博碩士論文

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