Store Brand On Customer Value And Repurchase Intention Of Related Research – Household Goods In A Well-Known Department Store In Kaoshiung

• Main Authors: Liu, Kuangsheng, 劉光笙
• Other Authors: Weng, Huiching
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78167155764582559832

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 100 === Background: With the Kaohsiung City's economic development and innovation of the whole city, attracting lots of department stores to establish in Kaohsiung City. According to the statistics, the total turnover of the department stores which are established in Kaohsiung City up to NT$ 33.3 billion, hitting a new record high in Kaohsiung City. Hanshin Department Store reelection leading Hanshin Arena are 77 million turnover won the Kaohsiung City Department Stores industry in the second, if the density of a city department store in Kaohsiung City departmentthe industry has the most competitive areas in Taiwan. Methods: This study examines the floors of department stores, home appliances consumers in Kaohsiung for the study, mainly carried out a survey of brand knowledge on customer value and repurchase intentions. Target sample was collected from 345 customers (Hanshin Arena 240 Hanshin Department Store 105), the effective recovery rate of 86%, and Likert five-point scale to measure the relationship between brand knowledge on customer value and repurchase intentions. Study results found the majority of demographic variables, the distribution of the case to the women 281 people (accounting for 81.4%), age 31 to 40 years of age the majority (accounting for 42.9%), by measured by marital status for unmarried 201 (58.3%) in the level of education to the University (College) the majority (49%), occupation up to a service (71.9%), place of residence to a maximum of Kaohsiung (91%), by measuring the average monthly income 2 ~ 40 000 (74.8%), department stores stay 2 to 3 hours for the majority (34.8%), to the department store consumer, that the activities of promotion for the majority (38.8%), each time the average consumer, that in NT$3001 ~ 5000 for the majority (32.2%), but at least (4.9%) less than NT$1000. We also found that for the subjects of brand knowledge and customer value and repurchase intentions, customer value and brand knowledge, and repeat purchase intention, purchase intentions and brand knowledge and customer value regression analysis showed that the three dimensions of the p-value .000. Only knowledge of the different amount of consumer brand knowledge, customer value, repeat purchase intention, the only brand of knowledge representation was no significant difference. Therefore, the only good service and for customers to create customer value generates loyalty, thereby affecting the customer repeat purchase intention.