The Effect of Country-of-Origin Image, Product Knowledge and Product Involvement on Consumer Purchasing Decision: An Example of Insurance and Restaurant Service
| Autor: | CHUN-SHUO CHEN, 陳俊碩 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 The main purpose of this study is to investigate the effect of country-of-origin image, productknowledge and product involvement on consumer purchasing decision. We select Taiwan, China and United States as country-of-origin, and take insurance and restaurant service as research objects. The samples are consumers of Taipei area. Total of 400 questionnaires were explored with convenience sampling methods, and 369 effective samples were received, the effective rate is 92.25%. In order to test hypothesis, stepwise regression analysis were used, and the main findings are as followings：(1)Country-of-origin image, product knowledge and product involvement all has positive effect on consumer purchasing decision. (2)Country-of-origin image has positive effect on consumer purchasing decision under different product involvement. (3)Product knowledge has positive effect on consumer purchasing decision under different product involvement. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
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