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:
The Effect of Taiwan-made Product “MIT” Smile Logo on the Perceived Quality, Perceived Risk, and Purchase Intention of Consumers YE4B 1101100062 Una Chen
Outline : Introduction Literature Review Methodology Result Conclusion
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
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.
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.
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
P. Risk VS. Purchase Intention Correlations Risk_1Pearson Sig.(2-tailed) N -.231*.020 101 Risk_8Pearson Sig.(2-tailed) N -.265**.008 101 Risk_2Pearson Sig.(2-tailed) N -.267**.007 101 Risk_9Pearson Sig.(2-tailed) N -.225*.023 101 Risk_3Pearson Sig.(2-tailed) N -.290**.003 101 Risk_10Pearson Sig.(2-tailed) N -.292**.003 101 Risk_4Pearson Sig.(2-tailed) N -.175.080 101 Risk_11Pearson Sig.(2-tailed) N -.321**.001 101 Risk_5Pearson Sig.(2-tailed) N.200*.045 101 Risk_12Pearson Sig.(2-tailed) N -.297**.003 101 Risk_6Pearson Sig.(2-tailed) N -.340**.001 101 Risk_13Pearson Sig.(2-tailed) N -.359**.000 101 Risk_7Pearson Sig.(2-tailed) N -.226*.023 101 (Pr > F > 0.05) **(Pr > F < 0.05)
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).