https://scholars.lib.ntu.edu.tw/handle/123456789/605894
標題: | Impact of purchase preference, perceived value, and marketing mix on purchase intention and willingness to pay for pork | 作者: | Kung M.-L Wang J.-H Chaoyun Liang JIUN-HAO WANG |
關鍵字: | Marketing mix;Perceived value;Pork;Purchase intention;Purchase preference;Willingness to pay | 公開日期: | 2021 | 卷: | 10 | 期: | 10 | 來源出版物: | Foods | 摘要: | This study explored the effects of purchase preference, perceived value, and marketing mix on consumers’ purchase intention and willingness to pay for pork in Taiwan. A questionnaire was distributed to pork consumers in an online platform, and a total of 1042 valid samples were collected. An analysis of the questionnaire responses revealed three purchase preference factors, namely flavour, certification marks, and added features; four perceived value factors, namely func-tional, social, conditional, and emotional value; and four marketing mix factors, namely promotion, convenience, product, and price marketing. Functional value, purchase frequency, conditional value, and product marketing positively affected purchase intention. Promotional marketing, monthly disposable income, and social value were the main positive factors in increased willingness to pay. Consumers who were men, had a lower educational level, purchased large quantities of pork at one time, or frequently purchased pork exhibited higher purchase intention than did other con-sumers. Those who were men, had higher educational attainment, had a higher monthly disposable income, or held a management position were more willing to purchase pork at a premium price. ? 2021 by the authors. Licensee MDPI, Basel, Switzerland. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85117222469&doi=10.3390%2ffoods10102396&partnerID=40&md5=4ea223f055202d5062106e4b220998b2 https://scholars.lib.ntu.edu.tw/handle/123456789/605894 |
ISSN: | 23048158 | DOI: | 10.3390/foods10102396 |
顯示於: | 生物產業傳播暨發展學系 |
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