The Relationship among Product Attributes,Promotion Strategy, Customer Value and Brand Awareness:An Example of Consumer of 3C Products

• Main Authors: Yi-Shan Kuo, 郭宜姍
• Other Authors: Long-Yi Lin
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/94688558673825210972

碩士 === 真理大學 === 管理科學研究所 === 98 === In the competitive environment of quick renovation, diversification and continuous price decline, the preference and purchasing behavior of 3C products became the important factor affecting the entire industry competition. Enterprise needs to understand what does the customer want actively and provides customer with product and service, and create customer value in order to ensure the competitive position of the market. The purpose of this research is to explore the relationship between product attribute, promotion strategy, value proposition and brand awareness and purchase intention. This study takes customers of five Tsann Kun flagship stores in the Great Taipei area as sampling targets. The convenient sampling method is adopted. A total of 410 questionnaires are distributed, 405 effective samples are collected and the effective respond rate is 98%. The regression analysis is adopted to test hypothesis and the results are as follows:（1）Utilitarian orientation attribute and symbolic orientation attribute have a significantly positive effect on customer value.（2）Utilitarian orientation attribute and symbolic orientation attribute have a significantly positive effect on brand awareness.（3）Promotion strategy has a significantly positive effect on customer value.（4）Pull strategy has a significantly positive effect on brand awareness.（5）Customer value has a significantly positive effect on consumer purchase intention.（6）Brand awareness has a significantly positive effect on the consumer purchase intention.