The influences of brand image on purchase intention the moderating effect of the service guarantee

• Main Authors: Lai Jung Chih, 賴榮志
• Other Authors: Shao– Cheng Cheng
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/88181068102893529687

碩士 === 中國文化大學 === 國際企業管理研究所 === 95 === A number of studies have investigated the effects of the price information, service guarantee and the corporate credibility individually. But, little attention has given to ex-plore the combined effect of the brand image, service guarantee and the purchase inten-tion in the advertisement. Therefore, the purpose of this study is to investigate whether the effects of brand image, and service guarantee under different purchase intention. And the effects of service guarantees , brand image on perceived risk and purchase in-tention. In this research, we used 2 guarantee types (the conditional and nothing),3 group brand image (high ,middle and low),being the factorial design to assess the impact of different advertisements on consumer’s perceived risk and purchase intention. And, we investigated wrist watch industry in Taiwan. The results of this study show that service guarantee has significant moderate im-pact on both the consumer’s perceived performance risk and purchase intention. In turn, when brand image is high, and conditional guarantee, the purchase intention highest but perceived performance risk lowest. In addition, service guaranteesa and brand image have significant interaction impact on purchase intention and perceived risk.