The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention
碩士 === 遠東科技大學 === 行銷與供應鏈管理研究所 === 100 === The purpose of this study was to explore the relationship among brand image, perceived risk, perceived value and purchase intention. The population in this study was a famous Li-Der willing center in Tainan area. Based on the sample from 268 consumers, our r...
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ndltd-TW-100FEC006910042015-10-13T21:02:23Z http://ndltd.ncl.edu.tw/handle/13559868292606436804 The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention 品牌形象、知覺風險、知覺價值與顧客購買意願之研究 Huang, Shu-Hua 黃淑華 碩士 遠東科技大學 行銷與供應鏈管理研究所 100 The purpose of this study was to explore the relationship among brand image, perceived risk, perceived value and purchase intention. The population in this study was a famous Li-Der willing center in Tainan area. Based on the sample from 268 consumers, our results show that brand image has positive influence on perceived value and purchase intention;brand image has negative influence on perceived risk;perceived risk has positive influence on perceived value and purchase intention;perceived value has positive influence on purchase intention. Further, the results provide the evidence for perceived risk and perceived value play the double mediating role between the brand image and purchase intention. To construct the brand image, firms need to decrease the perceived risk and enhance the perceived value in order to strengthen the purchase intention. Finally, the results would provide some suggestions for scholars and managers to plan strategies for marketing and also showed how the brand image influence on perceived risk for enhance perceived value and purchase intention. Nien, Hsiao-Yu 粘孝堉 2012 學位論文 ; thesis 76 zh-TW |
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Others
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碩士 === 遠東科技大學 === 行銷與供應鏈管理研究所 === 100 === The purpose of this study was to explore the relationship among brand image, perceived risk, perceived value and purchase intention. The population in this study was a famous Li-Der willing center in Tainan area. Based on the sample from 268 consumers, our results show that brand image has positive influence on perceived value and purchase intention;brand image has negative influence on perceived risk;perceived risk has positive influence on perceived value and purchase intention;perceived value has positive influence on purchase intention. Further, the results provide the evidence for perceived risk and perceived value play the double mediating role between the brand image and purchase intention. To construct the brand image, firms need to decrease the perceived risk and enhance the perceived value in order to strengthen the purchase intention. Finally, the results would provide some suggestions for scholars and managers to plan strategies for marketing and also showed how the brand image influence on perceived risk for enhance perceived value and purchase intention.
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author2 |
Nien, Hsiao-Yu |
author_facet |
Nien, Hsiao-Yu Huang, Shu-Hua 黃淑華 |
author |
Huang, Shu-Hua 黃淑華 |
spellingShingle |
Huang, Shu-Hua 黃淑華 The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention |
author_sort |
Huang, Shu-Hua |
title |
The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention |
title_short |
The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention |
title_full |
The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention |
title_fullStr |
The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention |
title_full_unstemmed |
The Relationship among Brand Image, Perceived Risk,Perceived Value and Purchase Intention |
title_sort |
relationship among brand image, perceived risk,perceived value and purchase intention |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/13559868292606436804 |
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