The study of brand image and promotion on consumer purchase Netbook behavior

• Main Authors: Yu - Rong Lin, 林雨蓉
• Other Authors: Chih - Wen Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/69488512149767701301

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 98 === There are many brands in today’s Netbook market. Customer have different evaluate on brand image. Many company use sale promotion to stimulate consumer’s purchase, however, sale promotion would cause negative quality of product on consumer’s perception. The aim of this research is to investigate consumer’s perceived quality and perceived value by different type of promotion, and the relation of brand image, perceived quality, perceived value, brand attitude and purchase intention. This research collected 344 valid samples (N=344) from computer store’s customers, company’s staff, college and graduate students of Universities in Taiwan by convenience sampling and computer network survey. We used descriptive statistics, reliability analysis, factor analysis and SEM to test the hypotheses. The result showed that the consumer won’t perceive negative quality by price promotion. Brand image, promotion, and perceived quality exerted significant influence on perceived value. The relation of brand image and brand attitude is positive. Perceived value and brand attitude, in turn, positively influenced purchased intentions.