The relationship among Product Knowledge,Product Value, Product Loyalty and Purchase Intention of the Oats Meal Food in Taiwan

• Main Authors: Li , Chang-De, 李長德
• Other Authors: Shih-Chien Chuang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/pyce73

碩士 === 國立中正大學 === 企業管理研究所 === 103 === There are several reasons to arouse people’s attention to keep in good health with demand of oats product. 1. The prosperity growth 2. The conscious of health care protection 3. Aging society 4. Modern civilized disease The main purpose of this study is to evaluate the consumer’s product knowledge if would be interfered with product value and loyalty and to impact purchase intention of consumer. With this result, we will advise oats company’s marketing strategy and technique to provide consumer secure and health oats product for the future. This paper set up the conceptual framework and hypothesis based on the theory and used to valid questionnaires with experience of purchasing oats over Taiwan northern, central, southern and eastern sections. The data base is 560 filled questionnaires, 438 responses, and 78.2% valid overall response rate. By implementing the regression analysis to verify each hypothesis to check the effect on consumer, and got some results with analysis and verification, the conclusions are following: 1. Product knowledge has positive effect on product value. 2. Product knowledge has positive effect on product loyalty. 3. Product knowledge has positive effect on purchase intention. 4. Product value has positive effect on purchase intention with the relationship of product knowledge and value. 5. Product loyalty has positive effect on purchase intention with the relationship of product knowledge and value.