THE INFLUENCE OF AUTOMOBILES'' ONSUMER DEMAND AND BRAND IMAGE ON CONSUMER PURCHASE BEHAVIOR--THE MEDIATING EFFECTS OF PERCEIVED VALUE

• Main Authors: Li-feng Chen, 陳歷豐
• Other Authors: Li-chuan Chu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/56zws2

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 101 === 　　The purpose of this study was to investigate the automobile consumer demands and the influences of brand image on consumer purchase behavior. The study used perceived value as the mediating variable to explore the issue. The study conducted a questionnaire census on the automobile consumers in Taiwan. First sectioned the consumers into four parts, north Taiwan, middle Taiwan, south Taiwan and east Taiwan respectively, and then execute stratified random sampling according to population ratio. The research included four questionnaires: automobile consumer demand, brand image, perceived value, and consumer purchase behavior. The main findings are as follows: (1) There is significant positive correlation among consumer demand, brand image, post-purchase behavior, perceived value. (2) Perceived value has partial mediation on consumer demand and consumer purchase behavior. (3) Perceived value has partial mediation on brand image and consumer purchase behavior.