A Study on the Effects of Country of Manufacture on Consumers' Brand Loyalty and Purchase Intention

• Main Authors: JIANG HUEI CHING, 江慧卿
• Other Authors: Ching-Chih Tseng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/32455866734963909875

碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === Globalization has become a trend over time. Lots of businesses have gone global because it may help reduce the cost and earn more money. It decreases the risk of business failure. Therefore, customers will gather lots of information about internal and external data before going global. Internal data includes design, quality and function of the products. External data includes brand names, price and perceived quality. Internal and external data influence customers’ choices actually. The study is focus on the impact of country of manufacture on customers’perceived quality,brand loyaltyand purchasing intention . The study used questionnaire as the survey to collect data. The body included female clothing shoppers that purchase brand-name clothing made in Taiwan. This research used SPSS software for Independent –Sampies test, Factor Analysis,Reliability Analysis, Pearson Correlation Analysis and Regression. 1.Country of manufacture shows positive influence on perceived quality. 2.Perceived quality shows positive influence on brand loyalty. 3.Perceived quality is an agent of country of manufacture and brand loyalty. 4.The influence of consumers’ brand loyalty on purchasing intention is salient. 5. The influence of Country of manufacture on customers’ purchasing intention is salient.