| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士班 === 96 === Due to the rapid development of information dissemination, consumers’ ability to search for more diversified products, the intense competition in the retail industry that induces a scattering of consumer resources, and a vicious price war, it is in fact extremely difficult for the retail industry to maintain a their profitability. Therefore, determining a method with which to continue ensuring consumers’ willingness to purchase has become a very important issue, which initiated the intention of this study to understand the relationships between consumers’ personal characteristics, perceived value, perceived quality of the product and service, as well as willingness to purchase.
The targets of this study are students who consume in convenience stores. The study collected 688 copies of questionnaires from Hsuan Chuang University, Chung-Hua University and Yuan-Pei University in northern Taiwan. After retrieving the questionnaires, statistics and analyses were executed with SPSS (Statistic Package for the Social Science) for Windows 12.0. After conducting descriptive analysis and reliability analysis, T-test and one-way ANOVA were used to measure the effects of personal characteristics on perceived quality of the product and service, as well as perceived price and willingness to purchase. Finally, multiple regressions are used to analyze effects on perceived quality of the product and service, as well as perceived price and willingness to purchase.
The study results indicate that variables of age and educational level in personal characteristics have significant effects on perceived quality of the product and service, as well as perceived price and willingness to purchase. Furthermore, significant effects are also shown regarding perceived quality of the product and service, as well as perceived price and willingness to purchase. Conclusions and recommendations are then derived accordingly.
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