| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班 === 94 === This research will be with consumer's view, probe into relevant the digital technological goods purchasing intention with influence of perceived price, perceived quality and perceived value. And exert an influence and prove from the perceive value while joining perceived risk and word of mouth.
This research adopted to the random questionnaire to sample and carry on the investigation to different administrative divisions separately with people living in Tainan city , Send out 600 questionnaires, got back 550’s, 92% of rate of recovery, rejected non completed, The effective sample is 450, the effective rate of recovery is 81.8%. According to the necessary research purpose using SPSS10.0 software to carry out proper statistical analysis, that including factor analysis, Canonical correlation analysis, variance- Anova and Manova anaysis, to find the influence and related among perceived price, perceived quality, perceived value and purchasing intention while comsuers purchase the digital products.
The result of this study is found: (1) The price is an evaluating important clue of quality, according to the perceived price, consumer feels the price high the quality should be high, too. (2) While consumers approve the idea of the high price with high quality, Just there are apparent purchasing intention when consumers approve the quality and value of this goods. (3)When the perceived quality is higher, will influence the consumer’s perceived vale and purchasing intention higher, too. (4) When the perceived vale is higher, will be influencing the consumer’s purchasing intention higher, too. (5)The perceived risk and word of mouth have apparent influence on consumer's perceived value, the perceived is another important parameter that products external clue and perceived value bind.
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