A Study of Brand Competitive Effect on Mutual Funds Selection

• Main Authors: Chou Pei-Ying, 周佩穎
• Other Authors: Yeh Ming-E
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/01603117702398775281

碩士 === 國立臺灣科技大學 === 管理技術研究所 === 86 === Most studies on consumer decision process assume that the attitude and purchase intention for one brand is independent from the attitude and purchase intention for competing brands. In reality, consumers will make their purchase decisions after they have compared different brands. This study, therefor, will take the brand competitive effect into consideration in the formation process of brand attitude and purchase intention. A comprehensive model for the brand competitive effects is employed to describe investors' decision process of selecting mutual funds. Impacts of confidence and purchase decision involvement on the decision process are also investigated.The sampling frame for this study was based on the mutual funds investors' list provided by market research companies and investment trust companies. Three data gathering methods were adopted: telephone interview, questionnaire mailing, and personal interview. In the validation of the research model, it's necessary to consider the relationships among multiple independent variables and multiple dependent variables. LISREL was chosen as the primary statistical tool to analyze the data.The results showed that the complete model of competitive effect can indeed better explain the process of how consumers choose the brand. However, the brand competitive effects in the decision process are asymmetrical, with the exception when the involvement for purchase decision is high. The purchase intention for the favorite brand is obviously higher for consumers with high confidence than those with low confidence. In addition, the study found that significant different extent of purchase intention existed between those with high and low involvement for purchase decision.