The Effect of Country-Of-Origin, Organic Certification, and Channel Selection on Purchase Intention of Organic Shampoo: Consumers' Perceived Value as a Mediator
| Autor: | CHAN,MIN-HSIU, 詹敏秀 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 Owing to transformation of focus topics and consumer preference toward natural and organic products, the organic market has thrived in recent years. With the strong demand for organic shampoo products, the market share of global shampoo consumption expected to reach 25.73 billion by 2019. In Taiwan, we can see the similar trend. Rising demand for safer and more natural organic shampoo drives manufacturer of conventional consumer goods take holds on the opportunity and develop strategies in organic product channels. Although recent researchers made efforts on the market of foreign organic shampoo, few studies has explored the topic of organic shampoo market in Taiwan due to limited domestic products and laggards in development. To fill in this gap, this thesis aims to look for factors that affect consumers’ purchase intention. in Taiwan organic shampoo market. This studies adopted quantitative methods to analyze 410 online questionnaires about determinants of consumers’ purchase intention. The determinants I proposed include country-of-origin, organic certification, and channel selection. Moreover, this study proposed that consumers’ perceived value would be a mediator between these determinants and consumer’s purchase intention. The empirical results clearly illustrate the conclusions, which are: 1.Positive relationship between country-of-origin effect and purchase intention of consumers 2.Stronger purchase intention on web-based channels than tradition channels. 3.Positive relationship between organic certification and purchase intention of consumers 4.Significantly positive effect of consumers’ perceived value on purchase intention. 5.Consumers’ perceived value works as a mediator between purchase intention and country-of-origin, channel selection, organic certification. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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