The Effects of Chinese and English Labeling on Perceived Value and Consumer Intention to Purchase for Pet Foods
| Autor: | TAO, JINDAN, 陶金丹 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 With the improvement of peoples living standards, more and more people start to have a pet, pets become a part of people’s life, feeders want to provide pets with a better quality of life, and they are willing to pay more on pets. The food and supplies market are very impressive. Imported pet foods abroad have also been loved by the feeders. The researcher opened a pet food online shop three years ago, due to cost and transportation considerations, the researcher prefers to import large-scale foreign pet food, and then repackage into small packages. Packaging is the “first impression” for consumers, and it is also very important to the marketing process. The purpose of this research is intended to discover the effects of Chinese and English Labeling on Consumer Perceived Value and Consumer Intention to Purchase for Pet Foods, and verify the mediation effect of perceived value on Chinese and English labeling. 480 valid feedbacks were finally derived through on-line. The data analysis adopted includes descriptive analysis, credibility analysis, regression analysis and Independent sample T test. The results showed that there is a positive and significant correlation between Chinese and English labeling and perceived value; Perceived value has a positive and significant correlation to consumer intention to purchase；There is a positive and significant correlation between Chinese and English labeling and consumer intention to purchase；Chinese and English labeling have a significant correlation with consumer intention to purchase through the intermediary effect of perceived value. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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