THE RELATIONSHIP AMONG BRAND IMAGE,WORD-OF-MOUTH AND PURCHASE INTENTSION－AN EMPIRICAL STUDY OF COSMETIC PRODUCT

• Main Authors: Tsai Ching-Hui, 蔡靜惠
• Other Authors: Dr,Hsu Hsiu-Ju
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/81502390150743721816

碩士 === 國立屏東科技大學 === 時尚設計與管理系 === 100 === Abstract Student ID：M9976005 Title of thesis：THE RELATIONSHIP AMONG BRAND IMAGE, WORD-OF-MOUTH AND PURCHASE INTENTSION－ AN EMPIRICAL STUDY OF COSMETIC PRODUCT Total page：94 Name of Institute：National Pingtung University of Science and Technology Department of Fashion Design and Management Master's Program Graduate date：June,2012 Degree Conferred：Master Name of student：Tsai Chinghui Adviser：Hsu Hsiu-Ju ,Phd The contents of abstract in this thesis： advances in information media, consumers can use the different pipeline access to product information, when consumers cannot distinguish products when appropriate, brand image and Word of mouth spread in the minds of consumers has become a decisive influence. Therefore, the main purpose of the study is to explore the brand image, Word of mouth spread and relationship between consumer purchase intention, explore the brand image, Word of mouth spread impact on purchase intention which, spread by word of mouth for interfering variables, testing its brand image and the interference effect of purchase intention. In addition, through demographic variables and brand image, Word of mouth spread and the relationship between buying in order to more accurately understand differences in consumer purchase decision process. Research survey main questionnaire method, valid questionnaires, 413, reliability verification of descriptive statistics, analysis of variance, regression analysis and statistical tools. Study found that different demographic variables of consumer purchase intention, there was no significant difference, brand image and Word of mouth spread a significant positive influence on purchase intention, reputation spread a significant positive influence on purchase intention. Keywords: Cosmetics industry, Brand image, Word of mouth, Purchase intention