碩士 / 國立高雄大學 / 亞太工商管理學系碩士班 / 102 / With natural geographical advantages, Taiwan development of new water sources in 2005 - deep ocean water(DOW), is not only having an industrial value, but also the demands with no pollution, eutrophication such as salts and minerals advantages which is beneficial to human beings as well as for daily drinking. What is the consumers purchasing decision to this business of” Blue Gold” natural water sources from the deep ocean? In this study is to research and discuss the three different perspectives.
In this study, personal perspectives on the purchase of deep ocean water (DOW), individual product attributes affect consumer buying decisions. Then from the view of group to discuss the consumer purchasing deep ocean water how the impact on purchasing decisions; simultaneously, to apply the terms of “Elaboration Likelihood Model” ELM theory, with involvement of different variables to explore the involvement of consumers when buying deep ocean water, and advocate for the spread of persuading path. Intends to reach the purpose of the study as below：
（1） To grasp the consumers decision of buying the product attribution.
（2） To apply the main reference groups influence purchasing decisions.
（3） To spread accurately depends on the level of involving
To response consumers demand and setup enterprise sales and marketing strategy.
Questionnaire survey method is used in this study and 384 valid questionnaires have been collected with 87% response rate from Relationships and network questionnaire.
The results are demonstrated as below:
（1） From the product attribution in terms of the『price』and 『performance』is a significant influence on purchase decisions.
（2） Nutritionist are the most significant positive influential reference groups for high involvement purchase decisions.
（3） Involvement Interference is main effects, when nutritionists recommend on purchase decisions.
| Identifer | oai:union.ndltd.org:TW/102NUK05026072 |
| Date | January 2014 |
| Creators | Pin-ru Chen, 陳品如 |
| Contributors | Yi-min Chen, 陳一民 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 94 |
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