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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/28920


    Title: 品牌知名度與知覺風險對產品態度與購買意願之影響-以『保健食品』品牌為例
    Authors: 徐子光
    Hsu, Tzu-Kuang
    Contributors: 國際企業學系
    International Business
    Keywords: 保健食品;知覺風險;購買意願;產品態度
    Date: 2011
    Issue Date: 2014-06-27 00:13:05 (UTC+8)
    Abstract: 由於目前保健食品品牌及種類繁多（林瑩禎、李素菁、李河水及華傑，1997），消費者在選購保健食品的購買行為及態度，就成了商家及業者有興趣探討的研究課題。根據Kamins and Marks（1991）；Macdonald and Sharp（2000）的研究指出，品牌知名度的高低，會影響消費者對品質的認知，尤其是當消費者對於產品的涉入程度較低，或是對於將要購買產品的資訊不太瞭解時，消費者有可能會依據品牌的知名度來選購該項產品。另外，根據 Zaichkowsky（1985）的概念，消費者對產品的涉入程度，其實
    Appears in Collections:[Department of International Business] Journal Articles

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