| Summary: | 碩士 === 長榮大學 === 經營管理研究所 === 95 === Abstract
The purposes of this study are to explore the influence of brand image, sales promotion and customer satisfaction on consumer repurchase behavior. Then to understand the moderate effect of brand sympathetic on consumer repurchase behavior. The subjects are LCD TV consumers in Tainan city.
The total of 200 questionnaires were sent in a purposive way, where 183 were completed and considered as valid. The rate of return is 97.00%. This study used statistical package for social science (SPSS) as the data analysis tool, descriptive statistics, factor analysis, reliability analysis, validity analysis, parson correlation, analysis regression analysis, independent sample t-test and One-Way ANOVA to prove the hypotheses. The results of this study are as the followings:
1. The brand image, sales promotion and customer satisfaction all have significant positive effect on consumer repurchase behavior.
2. LCD TV brand sympathetic moderate the relationship among brand image, sales promotion and customer satisfaction on consumer repurchase behavior
3. The different monthly incomes of consumers would have significant differences on the sales promotion of LCD TV; the different sex, marital status, age and education levelof consumers would have no significant differences on the sales promotion of LCD TV.
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