The effect of branded ingredient on consumer''s purchase intention to host product

• Main Authors: Liu, Tsang-Hao, 劉倉豪
• Other Authors: Wang, Chu-Ching
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/46292210554423517304

碩士 === 淡江大學 === 企業管理學系 === 92 === To produce the products of high brand equity for transnational corporations or small and medium enterprises, facing the market with keen competition, will enable them to hold sustainable competitive advantage, and it also is a subject every enterprise always concerns. So companies begin to cooperate with other famous manufacturers in order to put out the products, and transmit the reliable information of products’ quality to impress the customers with company’s image. The goods on the market are various in style now. In the same market segment, consumers will face many kinds of products to choose; however, whether the product’s ingredient is important will be a focal point in this research. This research deems consumer with different product involvement and product knowledge as moderators, than explores whether the relationships among the branded ingredient and host product will be influenced by the moderators. This research’s purposes include: (1)whether the brand equity of branded ingredient influences consumer’s purchase intention to host product, (2)whether the relationship between the branded ingredient and host product’s purchase intention is influenced by the degree of product involvement, (3)whether the relationship between the branded ingredient and host product’s purchase intention is influenced by the degree of product knowledge. Via the statistical analysis, the result shows that branded ingredient can raise the consumer’s purchase intention to host product; moreover, different kinds of consumers have showed significant difference. With the product involvement and products knowledge’s degree increase, it will decrease the branded ingredient’s positive effect to host product. Nevertheless, the importance of the branded ingredient is verified in this research. Therefore, under the manufacturer facing with different kinds of customer, it can attempt to propagate the reliable information of branded ingredient to reduce consumers'' doubt, and improve their purchase intention to the product.