| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 96 === The price ratio of Printer to Print Cartridges is higher in expendables. It means that the total purchasing amount of original print cartridges during printer’s life time maybe be equal to the price of one printer. It costs much money without consideration of the“Third party cartridges”in organization purchasing. But to use the “Third party cartridges” is likely that the cartridges are not good enough, to make machine malfunction in the printing process. How does the buyer to consider and choose? Besides, does the buyer‘s product knowledge and involvement influence to choose the original or third party cartridges? How does Organization purchasing policy influence the buyer’s buying behavior in print cartridges? This study wants to consult about the differences between the original and the third party print cartridges in truly buying behavior from three aspects of the buyer’s attitude toward risking, personal involvement and organization purchasing policy.
This study issues 350 questionnaires totally and receives 210 which valid rate of 60% recovery. Also with Descriptive statistics analysis, Reliability analysis, one-way ANOVA, Factor analysis, aggression analysis and several analyses etc. The result show that if the buyer is fond of risk-taking or has much knowledge, he will buy the“Third party ”print cartridges. Furthermore, organization purchasing places importance on qualities and then costs.
In addition, the suggestions are presented below:
1.For the original factory: Qualities are the advantage of the original factory. Although under the press of the increasing labor costs, the original factory must keep stable qualities and requests. For the buyers who have high involvement and knowledge, the original factory keeps present strategies that the models of the machine are renewed as soon as possible, even the models of print cartridges are also renewed. When the buyer must spend much time on print cartridges, they obtain few knowledge and gains. Even they don’t catch up with the renewed speed. They will reduce the degree of their involvement and change to buy the original print cartridges. Besides, the original factory will reduce the price of the original print cartridges for the buyer who they are fond of high risk-taking. When they must take great risk and obtain few benefits, the buyer will lower the degree of the risk-taking.
2.For the third party factory: The third party factories don’t keep the price down. They must maintain a level on qualities and increase the exposure of the product advertisement to attract a lot of users to know the third party print cartridges and go a step further to realize. Furthermore, the third party factory can provide the free trial product and coupons to attract many buyers to use for the buyers who aren’t fond of high risk-taking.
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