The Effect of Word-of-Mouth on Consumer Purchasing Decision-A Case Study of Famous Delicacy in Tainan
| Autor: | Yu, Wei-Liang, 俞緯良 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 In this research, the effects of word-of-mouth are chosen tentatively to shape the marketing strategies of consumptive food through researching the correlation between word-of-mouth and consumer purchasing decision. Chycutayshing Preserves Shop, the hundred-year-old historical delicacy in Anping, Tainan, is taken as the objective for study. According to the literature review and the logical inference, it is discovered that the relation between the word-of-mouth and the consumer purchasing decision should be clarified. The questionnaires used for this study are based on traditional pen-and-paper and on-line surveys. The objectives of investigation are the consumers who have ever pur-chased, tasted and contacted with Chycutayshing Preserves Shop; moreover, this pur-pose of survey is to acquire the concepts of the word-of-mouth, customer’s perception value and purchasing decision. 320 questionnaires are collected and among them 311 are valid (89% response rate). The results of correlation analyses indicate that there are the positive correlations among the word-of-mouth, customer’s perception value and purchasing decision. How-ever, according to the results from the differential analyses(independent sample T test, ANOVA, multiregression analysis), there are significant differences in two dimensions of the service attitude of shopkeepers and the emphasis of food sanitation. On the con-trary, the results from analyzing on other aspects have no significant difference. There-fore, the conclusion is that “there are no suitable reasons to explain the final consumer purchasing behavior for the consumptive food from this research and the final consumer purchasing behavior could be blind.” The marketing strategies of consumptive food must take the access of the word-of-mouth as well as other marketing methods. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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