Presentation is loading. Please wait.

Presentation is loading. Please wait.

The Effect of Taiwan-made Product “MIT” Smile Logo on the Perceived Quality, Perceived Risk, and Purchase Intention of Consumers YE4B 1101100062 Una Chen.

Similar presentations


Presentation on theme: "The Effect of Taiwan-made Product “MIT” Smile Logo on the Perceived Quality, Perceived Risk, and Purchase Intention of Consumers YE4B 1101100062 Una Chen."— Presentation transcript:

1 The Effect of Taiwan-made Product “MIT” Smile Logo on the Perceived Quality, Perceived Risk, and Purchase Intention of Consumers YE4B Una Chen

2 Outline :  Introduction  Literature Review  Methodology  Result  Conclusion

3 Introduction  Sign the contract of ECFA (Economic Cooperation Framework Agreement)  Be a serious impact on the traditional industry  Decide to promote the MIT (Made in Taiwan) Smile Label

4 Literature Review  MIT Smile Label By propelling MIT Smile Label, it tends to build up an image of high quality Taiwan- made products. Moreover, it also expects to make consumers more favourable of products that are made in Taiwan.

5 Literature Review  Perceived Quality Perceived quality was defined as the consumers’ judgment of overall excellence or superiority of products (Zeithaml, 1988; Petrick, 2002; Tsiotsou, 2006).  Perceived Risk Creditable official certificated labels would comparatively decrease consumers’ perceived risk towards products.

6 Hypothesis Perceived Quality Perceived Risk Purchase Intention MIT Smile Label

7 Research Question  (1) if the perceived quality of MIT Smile Logo would impact on consumers’ purchase intention  (2) if the perceived risk of MIT Smile Logo will impact on consumers’ purchase intention

8 Methodology  Web-based questionnaire : 81  Paper-based questionnaire : 21  Likert scale: 1-5  Section1&2: background & basic knowledge  Section 3&4: perceived quality / risk  Section 5: purchase intention  SPSS

9 P. Quality VS. Purchase Intention Correlations Quality_1Pearson Sig.(2-tailed) N.434** Quality_7Pearson Sig.(2-tailed) N.496** Quality_2Pearson Sig.(2-tailed) N.486** Quality_8Pearson Sig.(2-tailed) N.496** Quality_3Pearson Sig.(2-tailed) N.414** Quality_9Pearson Sig.(2-tailed) N.636** Quality_4Pearson Sig.(2-tailed) N Quality_10Pearson Sig.(2-tailed) N.581** Quality_5Pearson Sig.(2-tailed) N.205* Quality_11Pearson Sig.(2-tailed) N.592** Quality_6Pearson Sig.(2-tailed) N.537** (Pr > F > 0.05) ***(Pr > F < 0.001)

10 P. Risk VS. Purchase Intention Correlations Risk_1Pearson Sig.(2-tailed) N -.231* Risk_8Pearson Sig.(2-tailed) N -.265** Risk_2Pearson Sig.(2-tailed) N -.267** Risk_9Pearson Sig.(2-tailed) N -.225* Risk_3Pearson Sig.(2-tailed) N -.290** Risk_10Pearson Sig.(2-tailed) N -.292** Risk_4Pearson Sig.(2-tailed) N Risk_11Pearson Sig.(2-tailed) N -.321** Risk_5Pearson Sig.(2-tailed) N.200* Risk_12Pearson Sig.(2-tailed) N -.297** Risk_6Pearson Sig.(2-tailed) N -.340** Risk_13Pearson Sig.(2-tailed) N -.359** Risk_7Pearson Sig.(2-tailed) N -.226* (Pr > F > 0.05) **(Pr > F < 0.05)

11 Conclusion  Tsiotsou indicates consumers’ perceived product quality can be used as a predictor of purchase intention, and even has the direct impact on purchase intention (Tsiotsou, 2006).  Agarwal and Teas describes that the higher consumers’ perceived risk is, the lower their purchase intention is; similarly, the lower consumers’ perceived risk is, the higher their purchase intention is (Agarwal and Teas, 2001).

12 Thank you for your listening !!


Download ppt "The Effect of Taiwan-made Product “MIT” Smile Logo on the Perceived Quality, Perceived Risk, and Purchase Intention of Consumers YE4B 1101100062 Una Chen."

Similar presentations


Ads by Google