| Summary: | 碩士 === 大葉大學 === 企業管理學系碩士班 === 100 === People in recent years have cared more and more about the issues of brand image, brand country-of-origin image and purchase intention. The correlations among the 3 factors have also become hot topics. This research goes through relevant literature review and compilation in order to develop the purpose of research. Finally, the study hypotheses are inferred, and a questionnaire is conducted.
The students of Da-Yeh University serve as the research population. Totally, 300 questionnaires are handed out and retrieved. Of which there are 8 copies considered to be void. The effective questionnaires are therefore 292 copies. The software SPSS is applied for empirical analysis.
The research results show (1) The “brand country-of-origin image” has a positive influence, which is partially significant, on customer’s purchase intention; (2) The brand image has a significantly positive influence on customer’s purchase intention; (3) The “brand country-of-origin image” has a significantly positive influence on brand image; (4) Through the mediating effect of the brand image, the “brand country-of-origin image” has a positive influence, which is partially significant, on customer’s purchase intention; (5) Through the mediating effect of the “brand country-of-origin image” the brand image has a positive influence, which is partially significant, on customer’s purchase intention.
Based on the above findings, the research explains the essence of practical management and offers 5 suggestions on business management to the domestic mobile phone manufacturers.
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