Asia Pacific Management Review 22 (2017) 223e229

H O S T E D BY Contents lists available at ScienceDirect

Asia Pacific Management Review

journal homepage: www.elsevier.com/locate/apmrv

Effects among product attributes, involvement, word-of-mouth, and purchase

intention in online shopping
Wan-I. Lee a, *, Shan-Yin Cheng b, Yu-Ta Shih c
a
Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Kaohsiung City, 824, Taiwan
b
Department of Applied English, I-Shou University, Kaohsiung City, 84001, Taiwan
c
Innovision Optical Co, Ltd, Kaohsiung City, 813, Taiwan

a r t i c l e i n f o a b s t r a c t

Article history: With the development of the internet, customers are able to purchase medical equipment not only at the
Received 29 December 2016 pharmacy but through the internet; notwithstanding, the studies for analyzing the effects of purchasing
Received in revised form intention on acquiring medical equipment are deficient. The purpose of the study aims to investigate the
5 June 2017
effects among product attributes, product involvement, word-of-mouth, and purchase intention toward
Accepted 20 July 2017
Available online 8 August 2017
online shopping of medical equipment within both of the markets in Taiwan and Mainland China. The
present study utilized content validity testing, one-way analysis of variance, independent-sample t-test,
and regression analysis to analyze the statistics. The findings demonstrate that all of the factors had
Keywords:
Online shopping
positive benefits to customers’ purchase intent except product quality. Additionally, the results show that
Product attribute word-of-mouth from the internet do not significantly positively influence purchase intention owing to
Product involvement the excessive commercialization nowadays. The recommendation will be given for the small and medium
Online reputation enterprises to expand the online business.
Purchase intention © 2017 College of Management, National Cheng Kung University. Production and hosting by Elsevier
Taiwan LLC. All rights reserved.

1. Introduction
According to the prediction made by Battle in 2003, a research
and development institute in the United State, medical equipment
is one of the ten industries with the massive growth potentials. The
national health expenditure accounts released by the Ministry of
Health and Welfare of Taiwan in 2010 revealed that the percentage
of the expenditure that households used to purchase medical
equipment increased from 10.2% in 1996 to 14.1% in 2012, which
showed that this sort of products has become more popular in the
daily life gradually.
Owing to the products being related to the body health and life
safety, the more complicated and stricter requirements to medical
equipment will be expected than those to general product. There
are myriad products which were sold through the internet
* Corresponding author. Fax: þ886 07 601 1043.
E-mail addresses: wilee@nkfust.edu.tw (W.-I. Lee), lukas189484@gmail.com
(S.-Y. Cheng), carven3@gmail.com (Y.-T. Shih).
Peer review under responsibility of College of Management, National Cheng
Kung University.
nowadays. The small and medium enterprises, especially, use the
internet to strengthen the power of the brand and the market of the
products.
On the basis of the legislation of medical equipment, there are
the amount of differences for acquiring the license between Taiwan
and Mainland China; nevertheless, the main purpose, corre-
spondingly, is to strictly control the enterprise performance and
quality. Due to the Pharmaceutical Affairs Law of Taiwan and the
specification of the medical product in Mainland China, the current
study aims to seek the distinction between both of the market in
Taiwan and Mainland China to obtain the in-depth information
about the factors of influencing the purchase intention. The find-
ings will be provided for the related experts or scholars for refer-
ence purposes.
As the multiple applications of the internet are developed,
purchasing commodities through the network has become more
popular currently. Nowadays, customers are able to purchase
medical equipment not only at the pharmacy but through the
internet. Thence, the way using the internet to create the additional
profits and even solve the problems that the traditional store has is
the emphasis that most of the enterprises have concerned for a
while.

http://dx.doi.org/10.1016/j.apmrv.2017.07.007
1029-3132/© 2017 College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC. All rights reserved.
224 W.-I. Lee et al. / Asia Pacific Management Review 22 (2017) 223e229
The preceding researches in Taiwan referring to online shop-
ping are primarily to interrogate the influences of consumer
behavior on purchase intention of online shopping. Lian (2001)
aimed to discuss the consumer behavior and the experience of
shopping on the internet; identically, another study (Siao & Jiang,
2005) also took purchase willingness, enterprise characteristic,
purchasing environment, and consumer conduct into consider-
ation as research purposes. Notwithstanding, different influential
factors have been aroused by other scholars within the decade.
Chen (2016) proposed that the most salient factors for affecting
purchase intent of online shopping can refer to product quality,
product price, product feature, etc. Also, the diverse research
topics or directions, such as, for instance, medical equipment, are
insufficient and lack adequate attention. Accordingly, the purpose
of the study is to investigate the effects among product attri-
butes, product involvement, word-of-mouth, and purchase
intention of medical equipment in online shopping within both
of the market in Taiwan and Mainland China by the quantitative
questionnaire inquiry.
2. Literature review
Concerning the management for medical equipment, the related
units and legislations regarded the quality of products and the risk
management as being significantly important. The Regulations of
Governing the Management of Medical Device promulgated by the
Ministry of Health and Welfare of Taiwan in 2014 stated that
medical equipment was categorized into three classifications ac-
cording to the level of risks of that, including class I (low risk), class
II (medium risk), and class III (high risk).
Kotler and Keller (2012) used different product's characteristics
including product design, quality, packaging design, and features to
build a research model. The results cleared that product attributes
including product information, quality, and prices had positive ef-
fects on purchase intention. Moreau, Markman, and Lehmann
(2001) elucidated product information was the objective product
knowledge engendering consumers' interests and being employed
the most. Besides, a former research (Blackwell, Miniard, & Engel,
2001) suggested that product price was a connection or process
between consumer and corporation to pursue and accomplish a
communication within each other.
Blackwell et al. (2001) also claimed that product involvement
was able to determine the customers’ product selection during the
purchasing process. In addition, Schiffman and Kanuk (2005)
considered that a high-involvement purchase existed when the
product was important to the consumer, and, therefore, the
customer may have more wills to search more information about
the product or look for other alternative selections. Otherwise, the
product merely holding the slight importance to the consumer was
less likely to encourage customers to discover further information
and the alternatives.
A precedent study (Bickart & Schindler, 2001) demonstrated the
trustworthy sources from the internet would positively impact
consumers’ purchase intention; this finding substantiated that
online word-of-mouth would have a degree of persuasion to in-
crease the willingness of purchasing. Gelb and Sundaram (2002)
defined network word-of-mouth as an unofficial communication
channel for delivering the particular products or services through
the internet. Equivalently, Tanimoto and Fujii (2003) reasoned that
online word-of-mouth was an important resource for customers
and potential purchasers to convey the experience of employing
commodities, and another study (Hennig-Thurau, Gwinner, Walsh,
& Gremler, 2004) stated that online word-of-mouth was an expo-
sition to partake the affirmative or negative point of views
associated with the enterprise or the product through the internet
platform; this faster and more convenient medium may soon access
target purchasers to facilitate the recognition of products that
resonated. Moreover, a precedent research (Kuan, Yang, & Cheng,
2005) corroborated that online word-of-mouth would be either
increase or weaken by services and quality of products that cus-
tomers found veritably commendable or egregious.
From the definition Schiffman and Kanuk (2005) had provided,
purchase intention was the possibility that determined the
strength of the customers’ willingness to purchase the commodity;
the higher the possibility was, the stronger purchase intention
would be.
3. Methodology
The research framework of the present study aims to investigate
the effects among product attributes, product involvement, word-
of-mouth, and purchase intention towards medical equipment.
Taking the purposes into consideration, the five research hypoth-
eses would be addressed as Table 1 indicates.
3.1. Participants
A total of 411 respondents, including 220 participants in Taiwan
and 191 of those in Mainland China, were involved in the quanti-
tative inquiry. The sample of the study consisted of the population
who had had the experience of purchasing the commodity from the
network ever or were about to conduct. The demographic infor-
mation revealed that most of the participants had an undergrad-
uate degree; also, of 411 participants, 87% of those were female. The
age range was 16e29. In addition, 35% of the participants in Taiwan
whose monthly income was about 30,000 to 50,000 NT$ were the
majority; on the other hand, 70% of the participators in Mainland
China had a monthly income of 5000 CN¥.
3.2. Measurement indicator of variables
The current research aims to discover if purchase intention, a
dependent variable, would be influenced by the five independent
variables, including product information, product quality, product
price, product involvement, and word-of-mouth. The definition of
product information from a previous study (Brucks, 1985) was
utilized in the present study and cleared that product information
may have both subjective and objective segments in consumer's
consciousness; the objective segment related to the customer's
own knowledge or concepts about the product, and the subjective
segment referred to the cognition of product that retrieved from
the external information. Dodds, Monroe, and Grewal (1991)
expressed a systematic figure or impression of product quality
would significantly boost the purchase willingness and value of
commodity. Additionally, a prior research (Sinha & Batra, 1999;
Sproles & Kendall, 1986) narrated that purchasers were inclined
to spontaneously reason the higher price of product may have the
relatively low risk to acquire the valueless merchandise, and vice
versa.
Laurent and Kapferee (1985) implied the degree of customer's
involving in product would be altered in accordance with the scope
of searching other information and the process of decision making.
A definition presented by Zaichkowsky (1985) considered that
consumer's instinctive impression towards certain commodities or
services was corresponding to the individual demands or the sys-
tem of values. The study adopts the above definition provided by
the previous literatures (Laurent & Kapferee, 1985; Zaichkowsky,
1985) as the measurement correlations of product involvement.
 W.-I. Lee et al. / Asia Pacific Management Review 22 (2017) 223e229 225

Table 1
Research framework.

Moreover, a beneficial perspective from a former study (Gilly,
Graham, Wolfinbarger, & Yale, 1998) asserted that network word-
of-mouth, as an internet channel, could deliver the original and
influential opinions to have consumer's product selection changed.
3.3. Instrumentation
The current research adopted the questionnaire survey as the
method of the quantitative inquiry. Fundamentally, all of the
research questions were based on the research framework and the
review from the previous literatures. A questionnaire involved the
letter of transmittal mentioning that the individual information
would be private for the reason of the participants' protection. A 5-
point Likert scale was applied to determine the strength of the
participants’ perspective towards each question.
4. Results and discussions
4.1. Relevance amongst demographic variables and major factors
A one-way analysis of variance was utilized to find the effects of
the demographic variables such as age range, educational back-
ground, and monthly income on the major factors including
product attributes, product involvement, word-of-mouth, and
purchase intention. As Table 2-1 indicates, the effect of age range on
product information in Mainland China was significant, F ¼ 2.814,
p ¼ 0.041. Correspondingly, Table 2-2 also revealed that there were
significant differences (F ¼ 4.300, p ¼ 0.006) between age range
and product price in Mainland China. Both of educational back-
ground and monthly income from two populations, however, had
no evident relation to the major factors. The further detailed in-
formation could be found in Appendix.

4.2. Relevance between two populations

3.4. Data analysis procedure
The homogeneity of variance within two markets and the pos-
sibility of integrating two populations was satisfied and examined
Each scale was investigated in advance by utilizing exploratory
via the Lavene's F test and independent-sample t-test. The statistics
factory analysis; the results supported as a single dimension for
in Table 3 reveal that significant differences existed within two
each scale. The content validity for the survey was to determine
populations in terms of product price, product involvement, word-
whether the survey was appropriate for measuring issue being
of-mouth, and purchase intention, which indicated that the
related to product attributes, product involvement, word-of-
respective discussions and comparisons were necessary.
mouth, and purchase intention. Content validity testing of the
survey was done by a panel discussion that served as experts with
good experience in the field. The appropriate reliability in the Table 2-1
context is an estimate of the internal consistencydhomogeneity. Variance between age range and product information.
The criterion was followed by Cronbach's a statistics to measure the Demographics Number Mean Standard F p-value
form of reliability. Cuieford (1965) suggested that the value of Deviation
Cronbach's a is equal to 0.50 as a minimum standard for group
Taiwan
comparisons, which was a useful guideline. All of the question- Age Range
naires appeared to have acceptable levels of reliability and validity. Below 15 1 3.50 0.00 0.922 0.467
Descriptive Statistics were used to quantitatively summarize the 16e19 31 3.71 0.47
demographic variables such as the average age, monthly income, 20e29 108 3.61 0.47
30e39 50 3.70 0.51
educational background, and the proportion of the participants of 40e49 26 3.50 0.41
each gender; afterwards, implementing the one-way analysis of Above 50 4 3.50 0.73
variance acquired the relation between the demographic variables Mainland China
and the main points of the study including product attributes, Age Range
Below 15 0 0.00 0.00 2.814* 0.041
product involvement, word-of-mouth, and purchase intention.
16e19 23 3.51 0.62
Besides, the differences in means between both of the population in 20e29 163 3.51 0.63
Taiwan and Mainland China would be discovered by conducting the 30e39 2 3.87 0.54
independent-sample t-test. Moreover, the relevance amongst each 40e49 3 4.41 0.53
main factors of the research was examined by the multiple Above 50 0 0.00 0.00

regression analysis for interpreting the statistics. Note. *p < 0.05.

226 W.-I. Lee et al. / Asia Pacific Management Review 22 (2017) 223e229

Table 2-2 enhancing the individual background knowledge about medical

Variance between age range and product price. equipment or gaining more product information from other sour-
Demographics Number Mean Standard F p-value ces. Correspondingly, another positive impact can be discovered
Deviation from product price as well. The findings corroborate that rationally
Taiwan considering the economic benefits rather than stubbornly con-
Age Range cerning the lower cost as the priority is of vital importance.
Below 15 1 3.83 0.00 0.231 0.949 Notwithstanding, product quality, contrastingly, cannot directly
16e19 31 3.31 0.57
influence the intention of purchase since a portion of consumers
20e29 108 3.39 0.60
30e39 50 3.38 0.57 demonstrate that the quality of commodities is unable to be
40e49 26 3.33 0.69 observed and experienced personally and might be concerned over
Above 50 4 3.45 1.11 acquiring the unhealthy equipment in the period of shopping on
Mainland China
the internet.
Age Range
Below 15 0 0.00 0.00 4.300** 0.006
Additionally, the current study assumes that purchase intent
16e19 23 3.26 0.64 will be positively influenced by product involvement. Product
20e29 163 3.11 0.57 involvement, the second factor, is evidenced as an affirmative
30e39 2 2.66 0.47 variable towards purchase intention with the view of the fact that
40e49 3 4.22 0.69
the high involvement product would have consumers engaged
Above 50 0 0.00 0.00
more in reaching and searching for the relevant information or
Note. **p < 0.01; *p < 0.05.
knowledge about the product; this sort of involvement galvanizing
purchasers to receive more information may establish substantial
confidence, dependence, or familiarity toward a certain brand or
In wake of analyzing, the results from the sample in Taiwan commodity.
evidence that product information, prices, involvement and word- Last but not least, the present study presumes that online word-
of-mouth had positive impacts on customers’ purchase intention of-mouth could have affirmative impacts upon purchase willing-
towards medical equipment, which fit into the hypothesis one, ness. Similarly, the results also substantiate that online word-of-
three, four, and five. However, product quality, on the contrary, was mouth is capable of facilitating purchase intent. The consumers in
unable to influence purchase intent positively; the hypothesis two both Taiwan and Mainland China narrate that the experiences or
cannot be established. perspectives provided from the internet could be looked up on as
The findings from the sample in Mainland China also clear that the advantageous consultations during the purchase process.
customers regarded product information, prices, involvement and Consumers’ willingness of purchasing certain products would be
word-of-mouth as positive effects upon purchase intent towards strongly influenced according to whatever is offered on the
medical equipment; nevertheless, product quality had no positive internet.
influences on purchase intention as well. Correspondingly, except
the hypothesis two, all of the other hypotheses conformed to the
results. The further discussion will be elaborated from the view of 4.4. Pragmatic significance
both theoretical and pragmatic segments.
The online marketing of medical equipment exists various fac-
4.3. Theoretical significance tors to affect purchase intent. Thereby, in order to pursue the
practical application, the following suggestion and discussion will
The effects of the five factors on purchase intention will be be further illustrated with two rolesdthe customer and the
respectively discussed in the following. enterprise.
First and foremost, the present study postulates that product As a costumer, medical equipment is relevant to the professional
information, product quality, and product price can affirmatively field; it is indispensable for consumers to gain the related infor-
affect purchase intention. As the results present earlier, product mation or knowledge about the product from the particular reading
information has positive influences on purchase willingness, which materials or the speech of the experts. The finding reveals that
reveals that such an affirmative effect may be stemmed from product knowledge has been a common concern in Taiwan because

Table 3
The results of difference between Taiwan and Mainland China.

Factors Taiwan and Mainland China t-test

Levene's F test t-test

F p-value p-value

Product Attribute 1.736 0.188 0.063

Information 0.066
Product Attribute 1.857 0.174 0.968
Quality 0.968
Product Attribute 0.084 0.772 0.000***
Price 0.000***
Product Involvement 1.823 0.052 0.004**
0.003**
Word-of-Mouth 1.823 0.178 0.021*
0.021*
Purchase Intention 1.730 0.189 0.028*
0.027*

Note. ***p < 0.001; **p < 0.01; *p < 0.05.

 W.-I. Lee et al. / Asia Pacific Management Review 22 (2017) 223e229 227

customers are capable of acquiring the amount of information Appendix

through diverse approaches. Thence, consumers may have the
lower probability to blindly adopt the information from the ques-
tionable origins on the internet. In comparison, considering the
majority of customers in Mainland China, the approach for
Variance between Demographic Variables and Major Factors
receiving the information, unlike customers in Taiwan, is insuffi-
cient and inconvenient. Additionally, the online word-of-mouth Demographics Number Mean Standard Deviation F p-value
such as the blog has been excessively commercialized, and the (Taiwan)
authors’ reviews or individual perspectives turn into a portion of Product Information
the advertisement; the online word-of-mouth, consequently, Age Range
become worthless. Under 15 1 3.50 0.00 0.922 0.467
On the other hand, as an enterprise, acquiring the license 16-19 31 3.71 0.47
20-29 108 3.61 0.47
through submitting the application to the related units is a prior
30-39 50 3.70 0.51
issue before trading the product because medical equipment is 40-49 26 3.50 0.41
regarded as the regulated product. As the results indicate earlier, Over 50 4 3.50 0.73
the company is supposed to concentrate more on using the ad- Product Information
Educational Background
vantages that the product possesses to publicize the product, which
Elementary 0 0.00 0.00 0.070 0.967
may be one of the effective methods to establish the great Junior 1 3.61 0.00
impression of the product's quality on the mind of customers. Be- Senior 49 3.50 0.47
sides, product involvement, similarly, has great influences on pur- Undergraduate 152 3.61 0.46
chase intention with delivering the clearer information of the Postgraduate 18 3.64 0.62
Product Information
product and the value of the brand to customers to increase the
Monthly Income (NT$)
brand memorability. Under 10000 58 3.65 0.44 0.306 0.873
In terms of the development of the medical equipment industry 10001-30000 71 3.65 0.48
in Mainland China, customers are capable of purchasing products 30001-50000 72 3.60 0.50
from the internet as long as the enterprise obtains the related li- 50001-70000 17 3.58 0.54
Over 70001 2 3.37 0.17
cense, which reflects that the industry is updated constantly with Product Quality
the current trends. However, the industry's development in Taiwan, Age Range
instead, is tardy and may not have the industry improved positively Under 15 1 4.00 0.00 0.237 0.946
owing to the present legislation merely allowing partial commod- 16-19 31 4.07 0.61
20-29 108 4.18 0.60
ities to be sold online rather than all of those. The industry will be
30-39 50 4.19 0.59
restricted to expand unless the enterprise are able to promote the 40-49 26 4.20 0.49
product without the inordinately strict limitation and enhance the Over 50 4 4.10 0.62
customer's cognition towards the product in a faster and more Product Quality
effective way. Educational Background
Elementary 0 0.00 0.00 0.423 0.737
Junior 1 4.06 0.00
Senior 49 4.00 0.63
Undergraduate 152 4.23 0.57
5. Conclusion Postgraduate 18 4.16 0.51
Product Quality
The purpose of the study aims to investigate the influences Monthly Income
among product attributes, product involvement, word-of-mouth, (NT$)
Under 10000 58 4.06 0.55 1.948 0.104
and purchase intention toward medical equipment in online
10001-30000 71 4.30 0.59
shopping. The factors, including product information, product 30001-50000 72 4.17 0.60
price, product involvement, and word-of-mouth, have positive 50001-70000 17 4.03 0.51
impacts on purchase intention, while product quality, instead, has Over 70001 2 3.70 0.14
no effective effects on purchase willingness. Additionally, within Product Price
Age Range
those affirmative factors, chief among them is word-of-mouth as Under 15 1 3.83 0.00 0.231 0.949
the most influential one. 16-19 31 3.31 0.57
The current research merely takes product information, product 20-29 108 3.39 0.60
quality, and product price into account as the sub-factors of product 30-39 50 3.38 0.57
40-49 26 3.33 0.69
attributes. Future studies may be recommended to pursue more
Over 50 4 3.45 1.11
factors and even set a mediator between the independent and Product Price
dependent variables for the purpose of research completeness. In Educational Background
addition, in light of time urgency, the online questionnaire is the Elementary 0 0.00 0.00 0.852 0.467
only platform adopted for reaching for the populations, yet, Junior 1 3.83 0.00
Senior 49 3.45 0.68
nevertheless, the researchers of the study suggest that physical
Undergraduate 152 3.33 0.57
questionnaire could be also implemented for reinforcing the ac- Postgraduate 18 3.48 0.69
curacy of the answers and the validity of each survey. Product Price
Furthermore, for further generalizing the extensive populations, Monthly Income
(NT$)
it would be more comprehensive and profound for researchers to
Under 10000 58 3.39 0.58 1.078 0.368
divide samples into several segments, such as consumer segment, 10001-30000 71 3.47 0.61
personnel segment, corporation segment, or even regional di- 30001-50000 72 3.28 0.64
visions for obtaining the in-depth information more. (continued on next page)
228 W.-I. Lee et al. / Asia Pacific Management Review 22 (2017) 223e229

(continued )

Demographics Number Mean Standard Deviation F p-value Demographics Number Mean Standard F p-value
(Taiwan) (Mainland China) Deviation

50001-70000 17 3.28 0.57 Product Information

Over 70001 2 3.16 0.00 Age Range
Product Involvement Under 15 0 0.00 0.00 2.814* 0.041
Age Range 16-19 23 3.51 0.62
Under 15 1 3.83 0.00 0.803 0.549 20-29 163 3.51 0.63
16-19 31 4.01 0.54 30-39 2 3.87 0.54
20-29 108 4.13 0.54 40-49 3 4.41 0.53
30-39 50 4.19 0.55 Over 50 0 0.00 0.00
40-49 26 4.14 0.59 Product Information
Over 50 4 3.75 0.88 Educational Background
Product Involvement Elementary 0 0.00 0.00 2.538 0.058
Educational Background Junior 5 4.10 0.53
Elementary 0 0.00 0.00 0.565 0.580 Senior 5 3.35 0.62
Junior 1 3.83 0.00 Undergraduate 168 3.51 0.48
Senior 49 4.10 0.62 Postgraduate 13 3.73 0.55
Undergraduate 152 4.15 0.52 Product Information
Postgraduate 18 3.97 0.66 Monthly Income
Product Involvement (CN¥)
Monthly Income Under 5000 134 3.2500 0.86 1.475 0.211
(NT$) 5001-10000 46 3.5000 0.54
Under 10000 58 4.02 0.55 2.271 0.063 10001-15000 6 3.6087 0.57
10001-30000 71 4.25 0.54 15001-20000 2 3.7083 0.69
30001-50000 72 4.12 0.55 Over 20001 3 4.2500 0.35
50001-70000 17 3.99 0.55 Product Quality
Over 70001 2 3.58 0.35 Age Range
Word-of-Mouth Under 15 0 0.00 0.00 0.782 0.505
Age Range 16-19 23 4.46 0.62
Under 15 1 4.00 0.00 0.665 0.651 20-29 163 4.05 0.53
16-19 31 4.31 0.59 30-39 2 4.19 0.00
20-29 108 4.32 0.47 40-49 3 4.00 0.92
30-39 50 4.42 0.55 Over 50 0 0.00 0.00
40-49 26 4.23 0.46 Product Quality
Over 50 4 4.18 0.37 Educational Background
Word-of-Mouth Elementary 0 0.00 0.00 0.974 0.406
Educational Background Junior 5 4.24 0.86
Elementary 0 0.00 0.00 0.199 0.897 Senior 5 4.24 0.69
Junior 1 4.00 0.00 Undergraduate 168 4.15 0.53
Senior 49 4.31 0.59 Postgraduate 13 4.41 0.48
Undergraduate 152 4.33 0.48 Product Quality
Postgraduate 18 4.29 0.47 Monthly Income
Word-of-Mouth (CN¥)
Monthly Income Under 5000 134 4.15 0.53 1.017 0.400
(NT$) 5001-10000 46 4.16 0.56
Under 10000 58 4.22 0.47 0.499 0.737 10001-15000 6 4.53 0.46
10001-30000 71 4.17 0.56 15001-20000 2 4.60 0.56
30001-50000 72 4.33 0.43 Over 20001 3 4.26 0.64
50001-70000 17 3.87 0.88 Product Price
Over 70001 2 4.41 0.52 Age Range
Purchase Intention Under 15 0 0.00 0.00 4.300** 0.006
Age Range 16-19 23 3.26 0.64
Under 15 1 3.80 0.00 0.697 0.626 20-29 163 3.11 0.57
16-19 31 3.94 0.61 30-39 2 2.66 0.47
20-29 108 3.94 0.65 40-49 3 4.22 0.69
30-39 50 4.06 0.57 Over 50 0 0.00 0.00
40-49 26 3.90 0.69 Product Price
Over 50 4 3.55 0.82 Educational Background
Purchase Intention Elementary 0 0.00 0.00 1.357 0.257
Educational Background Junior 5 3.63 0.71
Elementary 0 0.00 0.00 0.101 0.959 Senior 5 3.23 0.25
Junior 1 3.80 0.00 Undergraduate 168 3.13 0.58
Senior 49 3.99 0.66 Postgraduate 13 3.01 0.84
Undergraduate 152 3.95 0.63 Product Price
Postgraduate 18 3.91 0.65 Monthly Income
Purchase Intention (CN¥)
Monthly Income Under 5000 134 3.16 0.52 1.006 0.406
(NT$) 5001-10000 46 3.07 0.64
Under 10000 58 3.85 0.70 1.341 0.256 10001-15000 6 2.97 1.24
10001-30000 71 4.07 0.67 15001-20000 2 3.83 0.23
30001-50000 72 3.95 0.51 Over 20001 3 3.27 1.51
50001-70000 17 3.83 0.66 Product Involvement
Over 70001 2 3.60 0.28 Age Range
Under 15 0 0.00 0.00 0.669 0.572
Note. **p < 0.01; *p < 0.05.
16-19 23 4.18 0.49
20-29 163 4.28 0.47
 W.-I. Lee et al. / Asia Pacific Management Review 22 (2017) 223e229 229

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Elementary 0 0.00 0.00 2.165 0.094
Junior 5 4.24 0.45
Senior 5 3.60 0.46
Undergraduate 168 3.83 0.59
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(CN¥)
Under 5000 134 3.79 0.57 0.478 0.752
5001-10000 46 3.87 0.59
10001-15000 6 3.93 0.71
15001-20000 2 4.20 0.84
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