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一、中文部份
1.工業技術研究院，「塗料工業市場調查與預測」，民國67年5月。
2.輔仁大學企業管理系，「台灣地區樹脂塗料市場行銷可行性研究報告書」，民國67年12月。
3.行政院國家科學委員會高分子科技策劃小組，「塗料分組報告」，民國68年12月。
4.陳定國著，「現代行銷學」，台北，華泰書局，民國66年11月。
5.黃俊英著，「銷研究（管理與技術）」，台北，政大企管所，民國65年8月。
6.謝安田著，「企業研究方法」，台北，水牛出版社，民國68年3月。
7.許士軍著，「現代行銷管理」，台北，政大企管所，民國65年6月

二、英文部份
1. Ajzen, Icek, and Martin Fishbein, “Attitudinal and Normative. Variables as Predictions of Specific Behavior,” Journal of Personality and Social Psychology, vol. 27, 1973.
2. Ajzen, Icek, and Martin Fishbein, “Attitudes and Normative Belief as Factors Influencing
Behavioral Intention,” Journal of Personality and Social Psychology, 1972.
3. Bonfield, E. H., “Attitude, Social Influence, Personal Norms, and Intention Interactions as Related to Brand Purchase Behavior,” Journal of Marketing Research, vol 11, Novermber 1974.
4. Brown, Judson S., “The Motivation of Behavior,” New York: Mcgraw-Hill, 1961.
5. Ehrlich, H. J., “Attitudes, Behavior, and Intervening Variable,” American Sociologist, 1969.
6. Engel, James F., Roger D. Blackwell, and David T. Kollat, “Consumer Behavior,” 3d ed., Hinsdale, lll. : The Dryden Press, 1978.
7. Engel, James E., Martin R. Warshaw, Thomas C. Kinnear, Promotional Strategy, 4th ed., Richard D. Irwin, Inc., 1979.
8. Enis, Ben M., “Marketing Principles: The Management Process,” Pacific Polisades : Goodyear Publishing Co., Inc., 1974.
9. Fishbein, Martin, “The Relationships between Beliefs, Attitudes and Behavior,” in Sidney P.
Feldman (ed.), Cognitive Consistency, New York: Academic Press, 1966.
10. Green, Paul E., and Donald S. Tull, “Research for Marketing Decisions,” 3d ed. 1975.
11. Holloway, Robert J., Rober A, Mitelstactd, and M. Venkatesan, “Consumer Behavior-Contemporary Research in Action,” Boston: Houghton Miffin Company.
12. Howard, Johnm and Jagdish N. Sheth, “The Theory of Buyer Behavior,” New York: Wiley, 1969.
13. Kassarjian, Havold H., Thomas S. Robertson, “Perspectives In Consumer Behavior,” Scott, Foresman and Company, 1968.
14. Kotler, Philip, “Marketing Management: Analysis, Planning, and Control,” 3d ed., New Jersey: Prentice-Hall, 1976
15. Lutz, Richard J, “An Experimental Investigation of Causal Relations Among Cognitions, Affect, and Behavioral Intention,” Journal of Consumer Research, vol3, march 1977.
16. Mazis, Michael B., Olli T. Ahtola, R. Eugene Klippel,” A Comparison of Four Multi-Attribute
Models in the prediction of Consumer Attitudes,” Journal of Consumer Research, vol2, 1975.
17. Rosenberg, Larry J., “Marketing, ” New Jersey: Prentice-Hall, Inc., 1977.
18. Rosenberg, Milton J., “Cognitive Structure and Attitudinal Affect,” Journal of Abnormal and Social Psychology, vol. 53, 1956.
19. Ryan, Michael J., and Bonfield E. H., “The Fishbein Extended Model and Consumer Behavior,” Journal of Consumer Research, vol2, September, 1975.
20. Triandis, H. C., “Exploratory Factor Analysis of the Behavioral Component of Social Attitudes,” Journal of Abnormal and Social Psychology, 1964.
21. Wells, Willian D., and George Gubar. “Life Cycle Concept in Marketing Research,” Journal of Marketing Research, Nov. 1966.
22. Whiteley R. H., Jr., and W. A. Watts, “Information Cost, Decision Consequence, and Selected Personality Variables as Factors in Prediction Information Seeking,” Journal of Personality, vol. 37, 1969.
23. Wicker, A. W., “Attitudes vs. Action: The Relationship of Verbal and Overt Behavioral Responses to Attitude Object,” Journal of Social Issues, 1969.
24. Wilson, David T., H. Lee Mathews, and James W. Harvey, “An Empirical Test of the Fishbein Behavioral Intention Model,” Journal of Consumer Research, vol, March 1975.