How Brand Affects Purchase Intention: Evidence From the Financial Industry

• Main Authors: Ting-ChiaChen, 陳霆嘉
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/05363111297584285188

碩士 === 國立成功大學 === 企業管理學系專班 === 101 === With the changing times, many large financial firms in Taiwan continued to integration of the region and on the whole. Banking, insurance and securities sectors integration of services into a financial system and its managers emphasis on revenue and profits, but also began to pay attention to the brand of the company and the company in the industry rankings. The purpose of this study was to explore the views of consumers in the financial industry, the relation about company's brand and consumer purchase intention, and the moderating role of perceived risk .In order to provide a reference for financial management, this study used quota sampling questionnaires in region. It is based on survey results derived from 300 consumers ,with a total of 231 copies questionnaires, the effective recovery rate of 77% .Factor analysis, descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis, and other statistical methods are employed to acquire the study results as follows: First, to cluster analysis of purchase intention as the criterion, the market segmentation of the three groups. Second, brand and Perceived risk show a significant and positive effect on purchase intention . Third, brand , perceived risk, and purchase intention , which were obtained with the relevant and significant and positive impact on them. Brand shows a significant and positive effect on purchase intention .Brand and perceived risk show a significant and positive effect on purchase intention. Brand shows a significant and positive effect on perceived risk . Perceived risk shows a significant and positive effect on purchase intention .The moderating role of perceived risk has be supported on this study. This study suggests that industry strengthen consumers' brand identity except for the brand of the company itself and the conditions , but also to be perceived risk for consumers feeling, making upgrading and improvements to enhance the results affect their purchase intention. Companies can package and deliver messages about brand in a variety of marketing channels. Brand strategy formulation and implementation of financial companies are worth to pay attention and promotion.