The Effect of Personal Value and Attitude System on Brand Choice of Habitual Behavior ─ Empirical Study of Chinese Southwest Area Underwear Consumption

• Main Authors: Chang Lai Hwa, 張萊華
• Other Authors: Lin M. Y.
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/46981226053440056538

博士 === 國立臺灣科技大學 === 企業管理系 === 91 === After having experienced the continually prosperous in economy, the Chinese market becomes the target market for global firms who own famous brand. Research regards to consumer’s brand choice behavior in this country will contribute to the brand management for global firms. Consumers purchase low-involvement convenience products very often, therefore, the retention of the consumers is essential for convenience products practitioner to survival and thrive and is worth to investigate further. This research tries to build a model to investigate the determinants of national and leading brand’s habitual behavior in China. And the influential factors include person value, consumption related domain specific value, product attributes evaluation and demographic variables. The results show that the satisfaction with brand awareness, channel convenience, perceived rationality of price and product quality, all exert salient influence on habitual behavior for national brands. As regards to the importance rating of product attributes, only the material quality has salient influence. Therefore, the critical influential factors for habitual behavior of national brand are satisfaction not the importance evaluations of product attributes. Education and income level, which belong to demographic variables, have positive effect on habitual behavior of national brand, while personal values exert little influence. The satisfaction with brand awareness and channel convenience both influence the habitual behavior of leading brand. As regard to the importance evaluation only brand awareness have significant influence. Among the product attribute evaluations, satisfaction with channel convenience exerts the greatest effect. The two personal values- self- respect, warm relationship with others, have positive effects on the habitual behavior of leading brand, while the demographic variables exert no effect on it.