| Summary: | 碩士 === 嶺東科技大學 === 國際企業研究所 === 94 === The purpose of this study was to understand the apple-purchasing behavior between different expense custom and individual attribute. The research instrument “the scale of determining factors on the apple-purchasing behavior” was administered and 412 valid samples were obtained by sampling. Descriptive statistic, t-test, one-way ANOVA, and Scheffe test were utilized for data analysis. Within the scope of this study, the following conclusions were derived:
1.The determining factors on the apple-purchasing behavior can be apart to five factors: health, characteristics of variety, price, purpose, country-of-origin (by important degree order).
2.For the important degree on the characteristic of variety, there exists significant difference among the consumer with different marketing channel, the choice way, information, the family population number, the purchase frequency, the purchase quantity, purpose, the advertisement image and the advertisement effect.
3.For the important degree on the factor of country-of-origin, there exists significant difference among the consumers with different choice way.
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