A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan
碩士 === 亞洲大學 === 經營管理學系碩士班 === 95 === 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 governmen...
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ndltd-TW-095THMU44570012015-10-13T12:09:18Z http://ndltd.ncl.edu.tw/handle/55690232479288331534 A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan 台灣生產履歷茶葉購買意願之研究 lin chiang yuan 林鎗元 碩士 亞洲大學 經營管理學系碩士班 95 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. tsai shr tsang 蔡碩倉 2007 學位論文 ; thesis 108 zh-TW |
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碩士 === 亞洲大學 === 經營管理學系碩士班 === 95 === 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.
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author2 |
tsai shr tsang |
author_facet |
tsai shr tsang lin chiang yuan 林鎗元 |
author |
lin chiang yuan 林鎗元 |
spellingShingle |
lin chiang yuan 林鎗元 A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan |
author_sort |
lin chiang yuan |
title |
A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan |
title_short |
A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan |
title_full |
A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan |
title_fullStr |
A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan |
title_full_unstemmed |
A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan |
title_sort |
study on consumer’s purchase intention for tea with traceability system in taiwan |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/55690232479288331534 |
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