A Survey on Factors Affected Intentions to Purchase Catalog Printing
| Autor: | Hui-Min Hu, 胡慧敏 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Printing is a so called direct or indirect process, the original image or text made into a master form or template and coated with ink on the template, the ink will transfer to the paper or other kinds of substrates with pressure. The printing industry is a manufacturer who accepts original manuscripts and reproduces a large number of copies; hence the quality of printing is the critical quality characteristics, and affects the level of customer’s satisfaction. This study focuses on the intention of the purchase of printed materials along with four dimensions which are the printed product knowledge, printed quality awareness, consumer satisfaction with printed products, and consumer purchasing intentions of printed products. Through this conceptual cause-effect structured diagram, the level of various consumers’ consideration between different four dimensions could be realized. The SPSS 22 and AMOS 24 software were used to analyze and construct the questionnaire. A structural equation modeling (SEM) analysis method was used to analyze and validate the questionnaire; the results provide the suggestions of the printing industry in the marketing strategy of the catalog and how to increase the sales. The result shows that provide different clients with diverse after-sales service to promote the repurchase rate, and meet the consumer demand of printed products. The result also validates that positive relationships existing in-between printed product knowledge, print quality awareness, consumer satisfaction with printed products and consumer’s purchase intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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