A Study of Brand Trust and Customer Purchase Intention

• Main Authors: Su-Chi Yang, 楊淑琪
• Other Authors: 婁文信
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/16099771492809537971

碩士 === 清雲科技大學 === 經營管理研究所 === 100 === This study explores the relationship between brand trust and the purchase intention as well as the moderating effect of product manufacture origin country image. By convenience sampling consumers from Taoyuan Country, the findings of the study indicate that,(1) brand trust is positively associated with purchase intention; (2) product manufacture origin country moderates the relationship between brand trust and purchase intention; the positive relationship between brand trust and purchase intention is stronger for the products made in Taiwan than those in China; (3) personal characteristics have significantly impact on purchase intention except from sex and age. Finally, based on the findings, this study provides conclusion and suggestions for academic researchers and practitioners.