The Effect of Brand Image, Brand Awareness, Brand Identity, and Perceived Risk on Consumers’ Purchase Intention- A Case Study of Travel Agent in Penghu

• Main Authors: Hui-Lung Lee, 李慧龍
• Other Authors: Hung-Bin Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/fehrse

碩士 === 國立澎湖科技大學 === 觀光休閒事業管理研究在職專班 === 102 === The purpose of this study was to investigate the affect among brand image, brand awareness, brand identity to perceived risks and purchase intention on consumers. This research use perception purposive sampling surveys to visitors to Penghu A travel agency respondents, and 453 questionnaires were collected and using statistical tools SPSS and LISREL, descriptive statistics, independent-sample t-test, one-way ANOVA analysis, confirmatory factor analysis and structural equation modeling analysis method were applied . The results showed that:(1) brand identity has positively affect the brand image; (2) brand identity has positively affect brand awareness; (3) brand identity does not have affect the perceived risk, must be the brand image brand awareness or indirectly connected to the negative impact of perceived risk; (4) brand image has negatively affect the brand image of perceived risk; (5) brand image has positively affect purchase intention; (6) brand awareness will negatively affect the perceived risk; (7) brand awareness will positively affect purchase intention; (8) perceived risk has negatively affect the purchase intention.