This study takes ¡§the Health food of nutrition¡¨, ¡§Cosmetic skin care products¡¨, and ¡§the Articles for cleanness¡¨ as the representatives of direct-selling products. With the network questionnaires to investigate ¡§Consumer characteristics¡¨ of ¡§Netizens¡¨, and how they influence the levels of various perceived risk, and the helpfulness of risk reduction strategies, with SEM to analysis the structure between seven kinds of perceived risk, with the method which was used by Roselius (1971) to measure the helpfulness of risk reduction strategies, and with Cluster, Correlate, ANOVA to analysis the way how ¡§Consumer characteristics¡¨ of ¡§Netizens¡¨ influence perceived risks and risk reduction strategies, and the way how perceived risks influence risk reduction strategies. There are five important conclusions, describing as following: 1. There are differences between three kinds of direct-selling products on the perceived risks of ¡§Performance¡¨, ¡§Psychology¡¨, and ¡§Overall¡¨. 2. In the structure of constructing the path to form the ¡§Overall risk¡¨ by six kinds of risks, the direct and indirect result exists at the same time. 3. Different ¡§Consumer characteristics¡¨ will influence different kinds of perceived risks, and the most meaningful characteristics are ¡§the Types of direct-selling consumers¡¨ and ¡§the attitude toward shopping through direct-selling¡¨. 4. Different ¡§Consumer characteristics¡¨ will influence the helpfulness of different risk reduction strategies, and the most meaningful characteristics are ¡§Age¡¨, ¡§Location¡¨, and ¡§the Types of direct-selling consumers¡¨. 5. Various perceived risks will influence the helpfulness of different risk reduction strategies, and only the helpfulness of ¡§Free sample¡¨ will be enhanced. There are three points about managerial implications and suggestions, describing as following: 1. ¡§Private testing¡¨, ¡§Government testing¡¨, and ¡§Major brand image¡¨ are capable of reducing the ¡§Performance risk¡¨ effectively, and then reduce the levels of ¡§Overall risk¡¨ perception to decrease the perceived sacrifice of product value and to enhance it to the original levels of product value. 2. For the ¡§Netizen¡¨ who are not becoming a member, and not using direct-selling products quite often, ¡§Free sample¡¨ with ¡§Replace product guarantee¡¨ or ¡§Money-back guarantee¡¨ are capable of reducing the levels of risk perception effectively. 3. In the long run, direct-selling companies should endeavor to prove the image of direct-selling, because ¡§the attitude toward shopping through direct-selling¡¨ is an important factor to influence the levels of risk perception and the helpfulness of the risk reduction strategies. And ¡§Industry autonomy¡¨ is a good risk reduction strategy, but not be known by the public. There is a long way for TDSA ¡]Taiwan Direct Selling Association¡^ to go, because popularity and public trust are insufficient. Key words: Consumer characteristics, Perceived risk, Risk reduction strategy

The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association¡Bconsumer characteristics and consumer purchase intention in consumer¡¦s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions 1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market 2. There are the remarkable differences with brand association and purchase intention in dissimilar brands 3. It shows that consumer characteristics have the remarkable difference with some research variables. This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means 1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market 2. In order to creative and maintain competition advantage¡Athe companies must inspect what different between their own brand association and opponent¡¦s own constantly.

Abstract Following the increase in living standard and manufacturing techniques and capacity in Taiwan in recent years, the production and the demands for special alloy materials are expanding from their industrial application into living uses. Among innovative merchandise of Titanium techniques application in daily life uses, the one with highest level of techniques and innovative value is aquatitan techniques. Modern technology and process techniques are renewing in extremely fast speed and the speed of developing new merchandise is much faster than the acceptance of consumers, however, many of the new products may be very creative, but not always meeting he needs of consumers and end up with supply of seemingly good products find no demand at all and failed the manufacturers¡¦ expectation of big sales. Further, with rapid change of market demand of new products, it resulted in greatly shortened life cycle of new products. Hence, when the needs of consumers is not understood properly and effectively, the market will wipe such product out mercilessly. If the factors affecting the willingness of consumer in purchasing aquatitan is clearly and correctly understood and incorporate the viewpoints of consumers into the process of research and development, there will certainly marketing strategies proposed effectively for the new products to increase the purchasing inclination of consumers. In the research, we have 2 motives: one is to find out factors affecting consumers¡¦ willingness in purchasing aquatitan products and the other one is to find out the difference among types of consumers adopting aquatitan products for making up effective marketing strategies to channel the aquatitan products effectively to the whole market. The purpose of this research is to find out the consumers characteristics of different product, the effect of new product attributes in the decision of consumers in purchasing aquatitan products, and in the meantime, finding out the difference of different consumer groups in consumers characteristics and new products attributed to provide assistance to companies in marketing practices and product research and development. This research takes aquatitan neck rings as the subject of practical research and 300 questionnaires were distributed among consumers who have purchased the products of subject company. It is found that each type of adopter and store-wise consumers are having different consumer characteristics, which may be provided for the reference of subject company in deciding their future marketing strategies. Key Words: Innovative Diffusion, Consumer Characteristics, New Product Attribute, Aquatitan, Marketing Strategy

TPP-SOD-like, mainly composed of tea polyphenol, is one of the best nature antioxidant known so far. However, it is cline to lose its functionality during production, storage, and transportation. It is, however, cline to be oxidized, thus lose its functionality during production, storage and transportation. In addition, its production cost is too high to make it widely available to the publics. This study utilized the company, Canlea International Co., as an example to confirm the usage of TPP SOD-like in the field of preventive medicine through expert interviews and consumer behavior analysis. From which we can know the trend of marketing strategy, acceptable pricing, and the way to publicize this product. The goals of this study are: (1) understanding the current marketing strategy of Canlea International Co. to meet the needs of consumers; (2) competitive advantage and disadvantage of SOS-like products in functional food market in order to find the niches; (3) understanding the characteristics of both consumers and potential consumers for the marketing of SOD-like products; and (4) investigating the beneficial relationship between marketing strategy of Canlea Co. and the sales of SOD-like products. The results indicate that Canlea SOD-like products have competitive advantages in terms of raw materials, production technology, and packaging. Nevertheless, it is quite a challenge to develop due to their high price and public acceptance to the trade brand. Furthermore, the contribution channel and market segmentation of these products need to be improved, especially in product promotion and the fortification of public relations. As to the general attribute of consuming behaviors, consumers tend to take two or more health-care products at the same time with an averaging expense of NTD 2000 per month. The study also shows that users of SOD-like products usually localized in central and southern Taiwan and the best way to promote these products is through the introduction among users. Furthermore, the longer consumers use SOD-like products the better the effect is. Key Words¡Gmarketing strategy, mass marketing, consumer characteristics, competitor analysis

Buying a home is for many households the financially most important purchase they will make. The choice of mortgage instrument is also of importance in that it will determine a household’s financial exposure. In the aftermath of the 2007–2008 financial crisis in the United States, the potential consequences for borrowers and the financial system became apparent in many countries. Even though the choice of mortgage is described as a very complex transaction, international studies have found that borrowers are less than optimally knowledgeable about the possible future consequences of their choice. This lack of knowledge has raised concern and prompted calls for more research on differences between mortgage markets and factors affecting consumers’ mortgage choice. This thesis answers this call by empirically exploring the Swedish case and by offering an expanded knowledge about factors that influence borrowers’ mortgage choice. The thesis consists of five papers, and, in most cases, interviews and questionnaires were used to collect the data, depending on which type of data collection was considered best suited to serve the purpose of the individual paper. A close reading approach was also applied in one of the papers. The findings indicate that in a Swedish setting, there are factors affecting borrowers’ mortgage choice that have not previously been fully explored in the literature: the media and bank advisors. During the period studied, a negative correlation existed between the media and the choice of fixed rate mortgages, whereas a positive correlation existed between bank advisors and the choice of fixed rate mortgages. The study on advice given by a bank advisor also shows the advocacy of a mix of fixed and adjustable mortgage rates. Further findings corroborate those of earlier international studies, such as the impact of income, education, financial literacy and loan-to-value ratios on mortgage choice. A general conclusion that can be drawn from the findings in the Swedish context is that the most financially vulnerable borrowers—those with lower income, lower education and/or higher loan-to-value ratios—are more likely to choose higher levels of fixed rate mortgages (or lower levels of adjustable rate mortgages). In doing so, they avoid exposing themselves to liquidity problems, which can be caused by increasing mortgage rates, and make future mortgage expenditures more predictable. These findings contradict much of the concern that both scholars and financial authorities have expressed about households’ choice of mortgage instrument. Hence, these findings are of importance not only to research on mortgage choice but also to policymakers and the financial industry. / <p>QC 20130924</p>