| Summary: | 碩士 === 義守大學 === 管理學院管理碩博士班 === 101 === With technology development, the market of digital single lens reflex camera (DSLR) has become more and more competitive. All DSLR manufacturers have used various ways to attract consumers and induce their purchase intentions. In order to survive in an environment with low economic growth and micro profits, many of them pay increasing attention to their brand image. Building a good brand image has therefore become one of the keys to higher brand loyalty and purchase intentions of consumers.
This study focused on DSLR consumers in southern Taiwan. Based on research objectives and previous literature, a questionnaire was developed and administered to consumers selected via convenience sampling. The sample excluding invalid responses was analyzed on SPSS 12.0 using methods including descriptive statistics, factor analysis, reliability analysis, correlation analysis, and hierarchical regression. Based on data of various brand image, perceived risk and demographic variables, this study explored the relationship between brand image, perceived risk and purchase intentions to provide a reference for domestic manufacturers and scholars.
Results suggested that the relationship between brand image and purchase intentions is partially related to the level of significance. The relationship between brand image and perceived risk is partially related to the level of significance. The relationship between perceived risk and purchase intentions is partially related to the level of significance. The relationship between perceived risk and purchase intentions is partially related to the moderating effect.
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