The Influence of Product Attributes, Product Brand Knowledge, and Consumer-Perceived Risk on Consumer Purchase Intention-Examplified Used Cars

• Main Authors: Chia-Ming Chang, 張家銘
• Other Authors: 龐金宗
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/99693867312562220362

碩士 === 元智大學 === 資訊管理學系 === 99 === Have been completed in recent years due to traffic network, Automobiles are indispensable to our lives now. As there are many people that have their own cars in Taiwan, the used-car market grows gradually. Since the used-car product has the multi-functional, the multiple vehicle condition and the high price attribute, a consumer decides to purchase one used-car, often faces a variety of unfamiliar or unknown factors. This causes him or her unable to make a prompt decision. Therefore, the consumer must be educated to accept the specialized knowledge of used-car urgently. This research takes product attribute and product brand knowledge as variables and explores the influence of product attribute, product brand knowledge and perceived risk on the consumer''s purchase intention. This research takes Used-Car as the research object, conducting the questionnaire survey in convenience sampling way in view of the consumers who have the actual purchase experience or purchase intention for Used-Car. 500 copies of questionnaire were distributed; 441 copies returned and the returns-ratio is 88.2 %. The research employs the regression analysis in order to find the relations within the product attribute, product brand knowledge and perceived risk, and also their affects on consumer''s purchase intention. The findings of this results are that： (1)The product attribute has influence on perceived risk. If the product attribute is better, the consumer feels lower perceived risk, which will enhance the consumer''s purchase intention. (2)The product brand knowledge has influence on perceived risk. If the product brand knowledge is better, the consumer feels lower perceived risk. (3)The perceived risk has influence on the consumer''s purchase intention. The consumer feels lower perceived risk, which will enhance the consumer''s purchase intention. (4)The perceived risk has mediator effect influence between the product attribute and the purchase intention. (5)The perceived risk has mediator effect influence between the product brand knowledge and the purchase intention. According to these, we make some practical implications of management here. (1)Strengthens the product function to reduce the cconsumer''s perceived risk. (2)Strengthens the brand image, strengthens the specialized knowledge of used-car to increase the customer value.