| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 102 === This study attempts to adjust the model theory of Wilkie(1994), explore customers seek to different beer products for a variety of beer products perceived value, customer attitude and purchase intention. Hence, questionnaires were collected from June to July in 2013 at the northern region(Keelung, Taipei, New Taipei City, Taoyuan County, Hsinchu County) four major convenience store chain pathway, using stratified random sampling. A total of 389 questionnaires were returned and SEM was used to analyze the data.
The results showed that: customer''s beer products perceived value will positively affect their attitude and purchase intention; customer''s beer products attitudes will positively affect their purchase intention, and will also looking to diversify interference, thereby affecting their purchase intention. Therefore, we proposed the future marketing industry should endeavor to stimulate customers'' perceived value of beer products in order to improve their attitude on beer products and in further enhance its willingness to purchase beer products.
|
|---|
