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URN etd-0123111-190035 Statistics This thesis had been viewed 3817 times. Download 2894 times. Author Wei Miao Hsu Author's Email Address No Public. Department Management Business Administration Year 2010 Semester 1 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 287 Title THE IMPACT OF MIT SMILE LABEL ON PERCEIVED QUALITY, PERCEIVED RISK AND PURCHASE INTENTION─PATRIOTISM AND ANIMOSITY AS MODERATORS Keyword patriotism. MIT Smile Label consumer decision animosity animosity consumer decision MIT Smile Label patriotism. Abstract To prevent local industries from the damage of the contract that Taiwan sign with China(ECFA/Economic Cooperation Framework Agreement or FTA/Free Trade Agreement), Industrial Development Bureau, Ministry of Economic Affairs purpose a project to adjust and support free trade industries. MIT Smile Label represents not only country of origin but also a certificated label.
There are many studies about the impact of country of origin and certificated label on consumer decision in the past researches, but so far there isn’t any research about MIT Smile Label. To exam whether the MIT Smile Label has the same impact on consumer decision as country of origin effect and certificated label, current research is aimed at explore the impact of MIT Smile Label on perceived quality, perceived risk and purchase intention, besides,this research takes patriotism and animosity as moderators to exam their moderate effect between MIT Smile Label and purchase intention.
Research data were collected by questionnaires distributed with internet and analysis by SPSS 12.0 and AMOS 7.0 statistic software. The main effects were tested by ANOVA and regression analysis. Moderate effects were tested by MONOVA.
The results indicated that, for product labeled with “Made in Taiwan” and MIT Smile Label, consumers perceive lower risk, higher quality, and thus generate higher purchase intention. And the moderate effects of patriotism and animosity do exist between productlabel type and purchase intention.
Advisor Committee Pi-Chuan Sun - advisor
Chi-Chuan Wu - co-chair
Hao-erl Yang - co-chair
Files Date of Defense 2010-12-22 Date of Submission 2011-01-23