A Purchasing Intention Research on the Effects of Customers’ Perceived Quality and Value Evaluation to Corrugated Toys

• Main Authors: Yi-Chun Lee, 李伊純
• Other Authors: 張淑貞
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/mw2hzd

碩士 === 國立虎尾科技大學 === 企業管理系經營管理碩士班 === 104 === The purpose of this research is to analysis the effects of customers’ perceived quality and perceived value of corrugated toys on purchase intention. The approach of this research is questionnaire analysis for families with children under 14 years old. 1197 questionnaires issued, recovering vaild questionnaries 1068 shares. Furthermore, using two qualitative approachs---observations and interviews for Ccpaper which is on Yunlin analysize the critical success factors for corrugated toys. The results of the questionnaire are as follows. For increasing purchase intention, consumer’s age is more important than sales area; to increase “useful convenience” term of customers’ perceived quality can increase purchase intention; and to increase “trade” term of customers’ perceived value can raise purchase intention. Furthermore, there is a positive effect of customers’ perceived quality on customers’ perceived value. The customers’ perceived quality has a positive effect on purchase intention. As the same time, customers’ perceived value also has a positive effect on customers’ perceived value. Thus, the customers’ perceived quality and perceived value for corrugated toys are critical success factors of increasing purchase intention. The results of the observation and interview survey are as follows. The critical success factors to the Ccpaper’s operator can be described five points.There are management, environment, technology, resources, and marketing. In management, there included the manager, the training of employees, sponsorship of school competitions, updating products and the sales office of Ccpaper. In environment, there included popular tourism and agriculture fairs. In technology, there included tooling development and the computer program used for product and graphic design. In resource, there included the cutting machine equipment, the producing study cooperation, and the industry development association. And, in marketing, there included the Facebook fan group, the Ccpaper website, and cooperation between celebrity bloggers and Ccpaper.