查詢結果分析
相關文獻
- A Study of the Consumer Attitude toward Gray Market Goods
- 服務失誤、服務補救、與購買意圖之研究
- 灰色市場之成因與衝擊
- 購物網站之隱私權政策、聲譽與信任對消費者購物意圖影響之研究
- 網路商店服務品質與消費者滿意度及其購買意圖相關性之研究
- 論專利品之平行輸入--專利權保護與自由貿易原則之利益衝突與權衡
- 國際購併組合及品牌名稱對消費者態度之影響--以銀行業為例
- 消費者態度對企業贊助效益影響之研究--以亞洲盃棒球賽為例
- 語意線索的價格促銷建構方式對消費者認知與購買意圖的影響
- Attitudes and Perceptions Changes in the Process of Internationalization, A Chinese Case Study
頁籤選單縮合
題名 | A Study of the Consumer Attitude toward Gray Market Goods=消費者對灰色市場商品態度之研究 |
---|---|
作者姓名(中文) | 閻瑞彥; 陳瑋婷; | 書刊名 | 北商學報 |
卷期 | 16 2009.07[民98.07] |
頁次 | 頁51-64 |
分類號 | 496.34 |
關鍵詞 | 灰色市場; 消費者態度; 購買意圖; Gray market; Consumer attitude; Purchase intention; |
語文 | 英文(English) |
中文摘要 | 國際品牌經理遭受灰色市場長期的困擾,雖然有許多文獻探討了這個問題,但始終無法提出有效的策略加以改善。本研究試著藉由廣受歡迎的wii 來探討消費者對於灰色市場商品的態度。資料分析呈現價格知覺負面且顯著的影響消費者對於灰色市場商品的態度;主觀規範對於灰色市場商品為正向且顯著的影響。此結論與近期研究結果比對後顯示出消費者態度由不同的因素所引導,時間與環境的變遷很可能改變了消費者的購買行為。 |
英文摘要 | Gray market has confused the international brands manager for many long time. Although this problem has been discussed in the literature, but there is still no efficient strategies to solve. This study tried to find out consumer attitude toward gray market goods through the popular product-Wii. Data analysis reveals that price consciousness negative and significant affect consumer attitude toward gray market goods, and subjective norm is positively and significantly for gray market goods. Compare with previous researches, this study has shown the different factors affecting consumer attitude. As a conclusion, probably time and environmental changes will revolutionize purchase behavior of the consumer. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。