| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 97 === Perugini & Bagozzi (2001) assume that desires are the proximal causes of intentions. Desires provide the motivational impetus for intentions. The research suggested that attitudes, positive anticipated emotions, negative anticipated emotions, subjective norms and perceived behavioural control work through desires enroute to influencing intentions. Desire plays an important role in the decision-making process. Bagozzi & Dholakia (2006) suggested that goal-directed behavior to include brand-related variables in the interference. Therefore, this study wants to comfirm the factors influence dersire and the factors of dersire impact intention. We added the brand image as a moderate variable to construct a research framework.
The survey is carried out on 420 undergraduates in some university in Taipei Region with the valid retrieval rate of questionnaires at 95.24%.The findings are: (1) attitudes positively impact desires; (2) positive anticipated emotions positively impact desires; (3) negative anticipated emotions positively impact desires; (4) subjective norms does not impact desires; (5) perceived behavioural control positively impact desires; (6) desires positively impact intentions; (7) desires has a mediating effect between attitude and intentions; (8) desires has a mediating effect between positive anticipated emotions and intentions; (9) desires has a mediating effect between negative anticipated emotions and intentions; (10) desires does not have a mediating effect between subjective norms and intentions; (11) desires has a mediating effect between perceived behavioural control and intentions; (12) brand image has a moderating effect on MGB; (13) compare with low-brand image, high-brand image would be increasing influence between attitudes and desires; (14) compare with high-brand image, low-brand image would be increasing influence between positive anticipated emotions and desires; (15) brand image does not have a moderating effect between negative anticipated emotions and desires; (16)brand image does not have a moderating effect between subjective norms and desires; (17) brand image does not have a moderating effect between perceived behavioural control and desires; (18) compare with high-brand image, low-brand image would be increasing influence between desires and intentions.
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