| Title | Sold in New Southbound? Antecedents of Consumer’s Purchase Intention of Taiwan One Town One Product in Kuala Lumpur |
| Year | 2019 |
| Degree | Master |
| School | Department of Transportation and Logistics Management National Chiao Tung University |
| Author | Che-Ling Chang |
| Summary | From the 78th year of the Republic of China, the Small and Medium Enterprise Administration, Ministry of Economic Affairs has promoted the transformation of small and medium-sized enterprises and developed industries based on local characteristics. In line with the New Southward Policy in recent years, the government hopes to market Taiwan OTOP products to Southeast Asian countries. However, in order to successfully market products in other countries, it is necessary to understand the preferences of local consumers in advance. Therefore, taking Kuala Lumpur, Malaysia, as an example, consumer cognition, affect, attitude, and behavior are considered as the research framework. We want to explore the differences between the consumer behavior in Kuala Lumpur, and whether Taiwan OTOP products have an advantage in Kuala Lumpur. Then, the results show that consumers have different consumer behaviors for different products. Based on these results, we make recommendations to those who want to enter the overseas market. |
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