在政府積極發展兩岸貿易自由化及經濟發展多元化的趨勢下,對科技產業來說或許這是一大福音但是對傳統產業來說或許這是一大挑戰,因此經濟部積極推動台灣製MIT標章及品質認驗證制度,藉此協助傳統產業拓展國內外市場,這個標章不僅代表台灣製造,也是代表著為通過品質檢驗的標章, 因此,本研究將產品標示不同來源的標章納入本研究情境中,意圖瞭解消費者對MIT微笑標章的知覺是否可有效增加消費者的購買意願。過去有許多行銷文獻加入消費者知識為干擾變數,探討其對消費者決策行為的影響,同時,探討消費者的MIT微笑標章知識是否會影響消費者對產品的購買意願的相關研究並不多見,因此本研究的目的為探討MIT微笑標章對消費者知覺的影響並加入消費者知識為干擾(調節)變數探討當產品標示為台灣製附有MIT微笑標章時對消費者知覺的影響。 本研究以襪子為研究產品,設計三種不同標示的同款襪子,以網站連結方式請網頁瀏覽者隨機點選其中一個連結,先閱讀該連結所顯示的圖片與說明後,回答相關問題。本研究共回收有效問卷283份。資料分析方法使用變異數分析與迴歸分析驗證變數的主效果與交互效果,以驗證研究假設。本研究結論顯示消費者對標示為台灣製附有MIT微笑標章之產品的知覺品質與知覺價值與較高,且知覺品質提升知覺價值與購買意願。知覺價值中介知覺品質與購買意願,而消費者對MIT微笑標章的知識對產品標示MIT微笑標章與知覺價值和知覺品質間之關係,確實有干擾效果。
Under the diversified trend of active developing Cross-trade deregulations and the economic development, the technology industry faced with a large benefit but the traditional industry is confronted with large challenge. The Industrial Development Bureau, Ministry of Economic Affair, decides to promote the MIT Smile Label to protect domestic manufacturers and the consumer equity. This label represents not only “Made in Taiwan” but also a symbol of the test criteria. Thus, different product type of label is used in this study to examine whether MIT Smile Label can effectively increase purchase intention. However, consumer knowledge is usually considered as a situational factor when discussing consumer attitude and behavior in previous researches. Thus, the objectives of this study are to discuss the effects of MIT Smile Label on customers’ perception, the effects of customer perception on purchase intention, and the moderating effect of consumer knowledge. In view of the motivation and research problems, this study takes three different labels of sock as object product and Taiwan’s consumers as subjects through questionnaire investigation. This survey is conducted on website through http://www.mysurvey.tw clink. Two hundred and eighty three respondents provide relevant information. This study uses ANOVA and regression analysis to test the main effects and interaction effect. The results indicated that, for product labeled with “Made In Taiwan and MIT Smile Label”, consumers perceive higher quality and value, and thus generate higher purchase intention. And the moderate effects of consumer’s MIT Smile Label knowledge do exist between product with MIT Smile Label and consumer perception.
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