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|標題:||資訊提示對產品評價之影響 – 以台灣瓶裝水市場為例|
The Effect of Information Cues on Product Evaluations: A Study on Bottled Water Market in Taiwan
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A quality lifestyle in modern society, the bottled water plays an important role to become one kind of common drinks nowadays. There are various bottled water in Convenience stores and Supermarkets. Moreover, to analyze the sales volume it is quite amazed to us. The so-called mineral water, spring water, pure water and some impressive brands of packaging create diverse choice for consumers. The bottled water industry has experienced explosive growth during the past decade, largely due to a widely held consumer perception that bottled water is purer、healthier and a greatest advantage for convenience. As competition in the industry has increased, some rivals have sought ways to differentiate their products. In general, the water is colorless and tasteless product. That is why information cues - Extrinsic cue, such as brand, price, advertising, bottle design, size of container, labeling, origin are commonly used as tools for competition. Meanwhile, some manufacturers create the so-called "lightweight packaging bottled water” as environmental awareness as recent years. Do consumers have any guidance to make a decision to purchase bottled water? In this research, we will study how the information cues to affect consumers’ purchase decision. The research is to study three issues of the following: 1. To explore how information cues affect consumer''s perceived value on bottled water. 2. To explore how information cues affect the consumer''s perceived quality on bottled water. 3. To examine the effects of perceived quality and perceived value on consumer’s purchasing intension. In this study, the correlation between perceived value and perceived quality will be researched. The other hand, this study will also explore how the perception of quality and Value to affect consumer’s purchase intentions. Country of origin and price are most commonly used as information cues for bottled water, and now “green” is getting more popular in packaging. This factor has not been tested in perceived value and quality study before and therefore it can be one of the major contributions of this study.
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