TOMS於2006年間成立，創辦人Blake Mycoskie成立這家公司的主要目的是為了通過One for One的長期慈善計劃幫助有需要的人。雖然TOMS早在2006年成立，但是仍有大部分的人不知道TOMS是一個慈善品牌。另外，在這個先進時代的消費者並不如往常那麼重視價格的尾數了，因此這個研究的主要目的是為了要了解價格尾數，口碑和慈善標語是否會影響台灣年輕族群的產品知覺品質和購買意願。
本研究通過網路問卷形式，共收取了235份有效問卷。研究結果顯示當今的年輕族群不重視價格尾數，導致價格尾數對知覺品質和購買意願沒有顯著的影響。另外，本研究也證明了現在的消費者，比起各企業想要通過商品傳達的資訊，他們較易於相信和依賴口碑。最後，本研究也發現了現在的消費者對於有慈善標語的產品有著較高的購買意願。

TOMS is a company that was founded in the year of 2006. The founder, Blake Mycoskie, started this company was to help the people in need to have a better tomorrow by holding a long term charitable program, One for One. However, during this research it is proven that there are still a lot of people are not aware about TOMS having this program. And, due to this modern and highly educated era, consumers nowadays judge prices differently from before. Therefore, the purpose of this study is to examine the factors that affect perceived quality and buying intention of TOMS shoes among Taiwanese young adults. These factors include prices with 9 or 0 endings, words-of-mouth, and charitable slogans.
The information and data of this study was collected through internet. Total 235 copies of effective questionnaires were retrieved. The results of this research first found that young consumers nowadays do not have much concern on price endings, neither from the phase of perceived quality nor buying intentions. Then, it is proven that people are brands as the consumers trust words-of-mouth in any form more than what the firms trying to convey. Lastly, it is also proven that products with charitable slogans do affect the one’s buying intention, in order to feel relief.

Table of Contents …………………………………………………………………..	i
List of Tables ……………………………………………………………………....	iv
List of Figures ……………………………………………………………………...	vi
List of Equation ……………………………………………………………………	vi
Chapter 1: Introduction ………………………………………………………….	1
1.1 Research Background ………………………………………………………	1
1.2 Research Purpose …………………………………………………………...	2
1.3 Structure of Study …………………………………………………………..	4
Chapter 2: Literature Review ……………………………………………………	5
2.1 Fashionable Product – TOMS ………………………………………………	5
2.1.1 Background ……………………………………………………………...	5
2.1.2 Product Line ……………………………………………………………..	7
2.2 Charitable Products …………………………………………………………	9
2.3 Price Endings ……………………………………………………………….	12
2.3.1 Introduction of Price Endings …………………………………………...	12
2.3.2 Level Effects of Price Endings ………………………………………….	13
2.3.3 Image Effects of Price Endings …………………………………………	14
2.4 Words-Of-Mouth ……………………………………………………………	16
2.5 Perceived Quality …………………………………………………………...	20
2.6 Consumer Buying Intention ………………………………………………..	23
Chapter 3: Methodology ………………………………………………………….	26
3.1 Framework ………………………………………………………………….	26
3.2 Hypothesis Development …………………………………………………...	28
3.2.1 Price Endings and Perceived Quality …………………………………...	28
3.2.2 Price Endings and Consumer Buying Intention …………………………	28
3.2.3 Words-Of-Mouth and Perceived Quality ………………………………..	29
3.2.4 Words-Of-Mouth and Consumer Buying Intention ……………………..	29
3.2.5 Charitable Slogan and Consumer Buying Intention …………………….	30
3.3 Definition and Measurement of Variables ………………………………….	32
3.3.1 Price Endings ……………………………………………………………	32
3.3.2 Charitable Slogan ………………………………………………………..	32
3.3.3 Words-Of-Mouth ………………………………………………………..	33
3.3.4 Perceived Quality ………………………………………………………..	35
3.3.5 Consumer Buying Intention …………………………………………...	36
3.4 Research Sample and Method ………………………………………………	37
3.4.1 Research Sample ………………………………………………………...	37
3.4.2 Questionnaire Design ……………………………………………………	37
3.4.3 Statistical Analysis Method ……………………………………………..	38
Chapter 4: Results of The Research ……………………………………………..	39
4.1 Sampling Analysis …………………………………………………………..	39
4.1.1 Collection of The Questionnaires ……………………………………….	39
4.1.2 Demographic Characteristics of the Sample …………………………….	41
4.2 Descriptive Analysis ………………………………………………………..	48
4.3 Reliability Analysis …………………………………………………………	49
4.4 ANOVA Analysis …………………………………………………………..	50
4.4.1 Price Endings Vs. Perceived Quality ……………………………………	50
4.4.2 Price Endings Vs. Buying Intentions ……………………………………	52
4.4.3 Word of Mouth Vs. Perceived Quality ………………………………….	54
4.4.4 Word of Mouth Vs. Buying Intentions ………………………………….	56
4.4.5 Charitable Slogan Vs. Perceived Quality ………………………...……...	58
4.4.6 Charitable Slogan Vs. Buying Intention ………………………………...	60
4.5 Validation of Hypotheses …………………………………………………...	62
Chapter 5: General Discussions and Implications ……………………………...	63
5.1 Discussions and Conclusions ……………………………………………….	63
5.2 Managerial Implications ……………………………………………………	65
5.3 Research Limitations ………………………………………………………..	67
5.4 Future Research and Suggestions …………………………………………...	68
References …………………………………………………………………………	69
Appendices ………………………………………………………………………...	78
Advertisement 1: NT1999 without slogan ……………………………………...	78
Advertisement 2: NT1999 with slogan …………………………………………	79
Advertisement 3: NT2000 without slogan ……………………………………...	80
Advertisement 4: NT2000 with slogan …………………………………………	81
Questionnaire ……………………………………………………………………	82
 
List of Tables
Table 2-1: Summary of Product Line ………………………………………………	8
Table 3-1: Summary of Hypotheses ………………………………………………..	31
Table 3-2: Measurement of Words-Of-Mouth (WOM) ……………………………	34
Table 3-3: Measurement of Perceived Quality …………………………………….	35
Table 3-4: Measurement of Consumer Buying Intention ………………………...	36
Table 3-5: Summary of Factorial Experimental Design …………………………...	38
Table 4-1: Summary of Response ………………………………………………….	40
Table 4-2: Gender Distribution of Respondents …………………………………...	41
Table 4-3: Age Distribution of Respondents ………………………………………	42
Table 4-4: Education Level Distribution of Respondents …………………………	43
Table 4-5: Monthly Income Level Distribution of Respondents …………………..	44
Table 4-6: TOMS Shoes Knowledge Distribution of Respondents ………………..	46
Table 4-7: Purchase Experience Distribution of the Respondents …………………	47
Table 4-8: Descriptive Statistics …………………………………………………...	48
Table 4-9: Reliability Test …………………………………………………………	49
Table 4-10: Mean of Price Endings On Perceived Quality ………………………...	50
Table 4-11: ANOVA Test Between Price Endings – Perceived Quality …………..	51
Table 4-12: Mean of Price Endings On Buying Intentions ……………………...	52
Table 4-13: ANOVA Test Between Price Endings – Buying Intentions ………..	53
Table 4-14: Mean of WOM On Perceived Quality ………………………………...	54
Table 4-15: ANOVA Test Between WOM – Perceived Quality …………………..	55
Table 4-16: Mean of WOM On Buying Intentions ………………………………...	56
Table 4-17: ANOVA Test Between WOM – Buying Intentions …………………..	57
Table 4-18: Mean of Charitable Slogan On Perceived Quality ……………….…...	58
Table 4-19: ANOVA Test Between Charitable Slogan – Perceived Quality ……...	59
Table 4-20: Mean of Charitable Slogan On Buying Intentions ……………….…...	60
Table 4-21: ANOVA Test Between Charitable Slogan – Buying Intentions ……...	61
Table 4-22: Summary Results of Hypotheses ……………………………………...	62
 
List of Figures
Figure 1-1: Procedures of The Research …………………………………………...	4
Figure 2-1: Price Endings …………………………………………………………..	12
Figure 2-2: Words-Of-Mouth ………………………………………………………	17
Figure 2-3: Words-Of-Mouth ………………………………………………………	19
Figure 2-4: Pricing …………………………………………………………………	21
Figure 3-1: Research Framework …………………………………………………..	27


List of Equation
Equation 2-1: Perceived Value ……………………………………………………..	20

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