A Study on the Relationships among Sensory Experience, Perceived Value, Word-of-Mouth and Consumer Purchase Intention--Taichung area Beauty Industry as an Example
碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 105 === The purpose of this study is to explore the relationships among sensory experience, perceived value, word-of-mouth and purchase intention. in this study, data of beauty industry consumers are collected by way of non-random sampling method to facilitate qu...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/4jmz5q |
| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 105 === The purpose of this study is to explore the relationships among sensory experience, perceived value, word-of-mouth and purchase intention. in this study, data of beauty industry consumers are collected by way of non-random sampling method to facilitate questionnaires. With a total of 350 questionnaires distributed. 335 questionnaires are received, in which 26 questionnaires are invalid such that 309 questionnaires are valid, and the effective response rate is 92.24%.
The resulting conclusions of this study are listed as follows:
1. Sensory experience has a significant positive impact on perceived value, word-of-mouth and purchase intention respectively.
2. Perceived value has a significant positive impact on word-of-mouth and purchase intention respectively.
3. Word-of-mouth has a significant positive impact on purchase intention.
4. Perceived value preserves partial mediation effect between sensory experience and word-of-mouth.
5. Perceived value preserves partial mediation effect between sensory experience and purchase intention.
6. Word-of-mouth preserves partial mediation effect between sensory experience and purchase intention.
7. Word-of-mouth preserves partial mediation effect between perceived value and purchase intention.
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