A Study of the Effect of Subjective Knowledge and Word-of-Mouth on Purchase Intention for Organic Facial Care Products - The Mediating Effect of Perceived Risk

• Main Authors: Ching-Yi Wu, 吳淨宜
• Other Authors: Chun-Hui Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/t9g6cn

碩士 === 淡江大學 === 國際企業學系碩士班 === 102 === Facial care has become an important daily habit, and with the wave of LOHAS rising and the sinister product news make organic facial care products are seen gradually to consumers, many well-known skincare brands have gradually introduced the organic facial care products to seize the organic opportunities. The study will be conducted pursuant to investigate consumer behavior for organic facial care products related to the Taiwan market. The purpose of this study is to investigate the organic facial skin care products for consumers’ subjective knowledge and word-of-mouth whether they would have a positive impact on consumer purchase intention, and perceived risk (performance risk, social risk) are playing an important intermediary role. And use the use experience as segmentation variables. This study used SPSS18.0 and LISREL8.7 as data analysis tools. There are four findings from the research： (1) In organic facial care products market in Taiwan, the subjective knowledge has significant impact on performance risk and purchase intention. (2) In organic facial care products market in Taiwan, the word-of-mouth has a significant positive direct effect on purchase intention. But there is no impact on the perceived risk. (3) In organic facial care products market in Taiwan, the performance risk has partially mediation effect, but the social risks has not. (4) In organic facial care products market in Taiwan, the effect of subjective knowledge, word-of-mouth and perceived risk on purchase intention is different in use experience.