The Impact of The Fresh Food’s Products Involvement, and Perceived Values on Customers' Purchase Intention for Convenient Store

• Main Author: 曹瑜寧
• Other Authors: Hui-Chen Liu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/db85eu

碩士 === 景文科技大學 === 旅遊管理系觀光與餐旅管理碩士班 === 104 === he prepared products of fresh food possess many merits so that the total turnover of these goods has been exceeded twenty billion. This study hence explores the discrepancies and impacts of the involvement, perceived values, and purchase intentions of fresh food in convenience store, by distinct consuming behaviors from the consumers who have bought fresh food in convenience store. The convenience sampling is used to survey four designated convenience stores. There are 500 shares of questionnaires, 488 returned within 466 effective and 22 invalid. The results are as follows: 1.The higher the risk importance, behavioral price and reputation, the higher predicted purchase values. 2.The higher the risk probability, the higher predicted perceived values. 3.There are significant differences in involvement of the respondents according to their gender, education level, who visited convenience store once a week in average, and buy fresh food frequency in average. 4.There are significant differences in Perceived Value of the respondents according to their education level, who visited convenience store once a week in average. 5.There are significant differences in Purchase Intentions of the respondents according to their education level, income, who visited convenience store the most often, visited convenience store once a week in average, and buy fresh food frequency in average.