產品知識對平行輸入商品之產品態度與購買意圖之影響

The Influence of Product Knowledge on Product Attitude and Purchase Intentions toward Parallel Imports

張秀惠(Hsiu-Hui Chang) ； 徐丹桂(Tan-Kui Hsu) ； 方婷婷(Ting-Ting Fang) ； 邱誌偉(Chih-Wei Chiu)

《管理資訊計算》 7卷特刊2 (2018/08) Pp. 117-125

https://doi.org/10.6285/MIC.201808_7(S2).0013

摘要

平行輸入商品是一種在國外合法生產的真品，在未經品牌廠商之授權下，進口到國內未經授權的通路銷售。平行輸入商品的售價通常低於公司貨，然而缺乏維修與後續服務之保障。本研究旨在探討消費者之產品知識對平行輸入商品之產品態度與購買意圖之影響。以調查問卷收集資料。結果顯示，消費者之產品知識對平行輸入商品之產品態度與購買意圖皆具正向之影響。

關鍵字

平行輸入商品 ； 產品知識 ； 產品態度 ； 購買意圖

並列摘要

Parallel imports are genuinely branded goods through distribution channels that are not authorized by the brand holders. Comparison with goods through authorized channels, parallel imports are lower priced but poor quarantined. The current study was conducted to explore and get insight on the role of on product attitude and purchase intentions toward parallel imports. Data was collected through a questionnaire survey. The result indicated that product knowledge will positively influence product attitude and purchase intentions toward parallel imports.

並列關鍵字

Parallel Imports ； Product Knowledge ； Product Attitude ； Purchase Intentions

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