碩士 / 義守大學 / 企業管理學系 / 101 / Ornamental fish become a huge market recently. Since the value of ornamental fish is different for each consumer, the perceived value of ornamental fish directly affect whether consumers generate purchase intention. This research aims to explore the relationship between consumers’ motivation of purchasing ornamental fish and their perceived value. Moreover, involvement and perceived risk are included as moderators.
Questionnaire survey was conducted, and total of 199 valid questionnaires were included. Descriptive statistics, reliability analysis, and analysis of variance were applied for data analysis. The results showed that the consumers with intrinsic motivation perceived higher value than those with extrinsic motivation. The more the consumers involved in breading fish activity, the higher perceived value they gained. Compare to the consumers with extrinsic motivation and low involvement, the perceived value was higher in consumes with intrinsic motivation and high involvement. The relationship between perceived risk and perceived value was negative. Compare to the consumers with extrinsic motivation and high perceived risk, the perceived value was higher in consumes with intrinsic motivation and low perceived risk.
| Identifer | oai:union.ndltd.org:TW/101ISU00121007 |
| Date | January 2013 |
| Creators | Wu, ChienHsun, 巫建勳 |
| Contributors | Chen, YiMu, 陳怡穆 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 74 |
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