台灣消費者對MIT服飾的企業形象、產品評價及購買意願之影響-以富順纖維工業股份有限公司品牌AFUGO為例

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Title:	台灣消費者對MIT服飾的企業形象、產品評價及購買意願之影響-以富順纖維工業股份有限公司品牌AFUGO為例 The Impact of The Corporate Image, Product Evaluation and Purchase Intention of Taiwan Customers to MIT Apparel Product-A Case Study of AFUGO Brand of Fu Hsun Fiber Industrial Co.,Ltd.
Authors:	曾鈺茜
Contributors:	紡織產業碩士專班
Keywords:	MIT台灣製造服飾企業形象產品評價購買意願 made in Taiwan clothes corporation image product evaluation purchase intention
Date:	2016-06
Issue Date:	2016-08-15 14:48:07 (UTC+8)
Abstract:	本研究主要探討MIT台灣製造服飾、企業形象、產品評價對消費者購買意願的影響，並進行富順纖維工業股份有限公司品牌AFUGO策略分析。透過問卷調查研究結果證實(1)消費者對台灣製造產品於購買意願有正向的影響。當產品標示為台灣製造，有助於提升消費者購買意願。(2)企業形象對於購買意願有正向影響，當企業具有正面形象時，有助於提升消費者知購買意願(3)消費者對產品評價於購買意願有正向的影響。當產品評價良好時，有助於提升消費者購買意願。 The purpose of this study is the effect of purchase intention on country of manufacture、corporation image、product evaluation. And I do marketing strategy analysis that is AFUGO Brand of Fu Hsun Fiber Industrial Co.,Ltd. The results confirmed by questionnaires: (1) Corporate image for the purchase intention has a positive impact, when the company has a positive image, help to improve the consumer' purchase intention.(2)Products manufactured in Taiwan for the purchase intention has a positive impact, when the product is labeled as made in Taiwan , help to improve the consumer' purchase intention. (3) Product evaluation for the purchase intention has a positive impact, when the product evaluation is better , help to improve the consumer' purchase intention.
Appears in Collections:	[Department of Textile Engineering ] Theses & Dissertation

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