Perceptual Price, Perceptual Value, and Herd Behavior to Consumers' purchase intention- Using Price Sensitivity as Interference Variables

• Main Authors: LIN,HSIN-LUN, 林心綸
• Other Authors: HSIAO,TA-CHENG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/dg7dwb

碩士 === 國立高雄科技大學 === 財富與稅務管理系 === 107 === Perceptual Price, Perceptual Value, and Herd Behavior to Consumers' purchase intention- Using Price Sensitivity as Interference Variables Graduate：Hsin-Lun Lin Advisor：Dr. Ta-Cheng Hsiao Department of Wealth and Taxation Management National Kaohsiung University of Science and Technology Abstract In recent years, the French dessert industry has flourished. The traditional French dessert is Plato in the dessert industry. With the aristocratic temperament of the French court and the the late style, but in this fast consumption era, the demand of consumers is getting higher and higher. From choosing food materials to processing, every step has almost perfect demanding. Besides pursuing material level, it also begins to pursue spiritual and food needs. Therefore, Western desserts gradually replace Chinese desserts and become one of the choices for Chinese snacks, Even more and more desserts are lined up on websites, causing consumers to madly purchases, this new trend of consumption has also prompted more young people to enter in this industry, add more innovative elements, It is the trend that the number of bakery shops in French desserts industry is increasing. This study will use the online community to explore the motivations and attractiveness of consumers who buy French desserts from different backgrounds, Whether these factors will change consumers' desserts because of herd mentality or price sensitivity. Attitude and willingness to buy. This research we use Internet survey to collect data, and then use SPSS 22.0 to analyze data, in order to obtain consumers' Perceived Value, Perceived Price, Herd behavior , and purchase intention of French dessert, and to verify the relationship between them. Price sensitivity is added as a disturbance variable to understand whether it is an influence period relationship. The results show that: (1) consumers perceive price and herd behavior have positive effects on their perceived value; (2) when the perceived value of consumers is higher, the positive relationship between them and the willingness to purchase will be more Strong; (3) in the French dessert industry, consumers' price sensitivity does not interfere with the relationship between perceived value and purchase intention. Keywords: Perceived Value, Perceived Price, Herd behavior, Purchase Intention Price sensitivity