| Summary: | 碩士 === 明道大學 === 企業高階管理碩士班 === 106 === Taiwan’s economic overall performance has remained flat in recent years. However, the printing industry as a whole is concerned; the variety of demand for tinplate print production is already in a highly fiercely competitive environment. It is unable to effectively expand the market scale to increase sales, and it is even more difficult to increase gross profit. This study will explore the effect of the relevant tinplate printing equipment company operators and consumers' perceived quality and perceived value to purchase intention from the viewpoint of tinplate printing employer. This study uses the tinplate printing company employer in the cross-strait tinplate printing industry to randomly apply for different administrative regions. Questionnaires were sampled and a total of 30 questionnaires were sent and 30 samples were returned. According to the purpose of this study, SPSS software is used to perform appropriate statistical analysis. The methods include factor analysis, differential analysis, and canonical correlation analysis and regression analysis to explore the tinplate printing industry consumer procurement content, the influence between the perceived quality, perceived value, and purchase intention.
According to research and analysis, it was found (1) Value is an important clue for assessing the quality of a consumer's purchase intention to buy. Based on consumer perceptions of the value of printed goods, consumers feel that the higher the value, the higher the quality of the product. (2) Consumers agree with the concept of high quality and high value in the printing industry. When consumers agree with the quality and value of printed goods, they will have significant purchase intentions. However, only focused on price or low-priced products cannot positively stimulate consumers for purchase intentions. (3) When the consumer's perception of the quality of the printed product is positive, he will positively increase the perceived value of the printed product and have a significant positive effect on the purchase intention. (4) When the perceived value of the product is higher, it has a positive effect on the purchase intention of the company operators. Finally, the results of this study will provide specific recommendations for the tinplate printing industry, and propose an analysis of the relative business strategy, as well as methods for quality improvement and value enhancement, to enhance the overall customer's willingness to purchase tinplate printing equipment.
Keywords: Perceived Quality; Perceived Value; Purchase Intention; Tinplate Printing Industry
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