The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry
碩士 === 樹德科技大學 === 資訊管理系碩士班 === 102 === Recently, product competition is very strong in every industry due to the successful and popular implementation of global e-commerce. In order to attract consumers to purchase products, firms will use all kinds of promotions to enhance consumers’ purchase inten...
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ndltd-TW-102STU053960282019-05-15T21:42:04Z http://ndltd.ncl.edu.tw/handle/j36by9 The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry 品牌形象、賣家聲譽、知覺品質及知覺價值對購買意願關係之研究—以美妝保養品為例 Wen-Hsiung Chang 張文香 碩士 樹德科技大學 資訊管理系碩士班 102 Recently, product competition is very strong in every industry due to the successful and popular implementation of global e-commerce. In order to attract consumers to purchase products, firms will use all kinds of promotions to enhance consumers’ purchase intention. It is important to study consumers’ perceived quality and perceived value of a product,because they have a positive effect on the consumer’s purchase intention. On the other hand,brand image and seller''s reputation may play an important role to enhance consumers’ perceived quality and perceived value. In this study, the sample was drawn mainly from the consumers who have purchased the skin-care products before. The data was collected by the survey of questionnaires, which was delivered by mail. Then, we used the software SPSS18.0 and LISREL8.8 to do the testing of our research hypotheses by applying Structural Equation Modeling (SEM), which is expected to be able to help us get better understanding and explanation on the user’s acceptance behavior in this new information system or technology.The main results of this research are as follows: (1) Brand image has a positive effect on consumers’ perceived quality. (2) Seller''s Reputation has a positive effect on consumers’perceived quality. (3) Consumers’ perceived quality has a positive effect on consumers’ perceived value. (4) Consumers’ perceived value has a positive effect on consumers’ purchase intention. 唐國銘 2014 學位論文 ; thesis 100 zh-TW |
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碩士 === 樹德科技大學 === 資訊管理系碩士班 === 102 === Recently, product competition is very strong in every industry due to the successful and popular implementation of global e-commerce. In order to attract consumers to purchase products, firms will use all kinds of promotions to enhance consumers’ purchase intention. It is important to study consumers’ perceived quality and perceived value of a product,because they have a positive effect on the consumer’s purchase intention. On the other hand,brand image and seller''s reputation may play an important role to enhance consumers’ perceived quality and perceived value.
In this study, the sample was drawn mainly from the consumers who have purchased the skin-care products before. The data was collected by the survey of questionnaires, which was delivered by mail. Then, we used the software SPSS18.0 and LISREL8.8 to do the testing of our research hypotheses by applying Structural Equation Modeling (SEM), which is expected to be able to help us get better understanding and explanation on the user’s acceptance behavior in this new information system or technology.The main results of this research are as follows:
(1) Brand image has a positive effect on consumers’ perceived quality.
(2) Seller''s Reputation has a positive effect on consumers’perceived quality.
(3) Consumers’ perceived quality has a positive effect on consumers’ perceived value.
(4) Consumers’ perceived value has a positive effect on consumers’ purchase intention.
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author2 |
唐國銘 |
author_facet |
唐國銘 Wen-Hsiung Chang 張文香 |
author |
Wen-Hsiung Chang 張文香 |
spellingShingle |
Wen-Hsiung Chang 張文香 The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry |
author_sort |
Wen-Hsiung Chang |
title |
The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry |
title_short |
The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry |
title_full |
The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry |
title_fullStr |
The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry |
title_full_unstemmed |
The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry |
title_sort |
impact of brand image, seller''s reputation, perceived quality and perceived value on purchase intention-an empirical study of skin-care products industry |
publishDate |
2014 |
url |
http://ndltd.ncl.edu.tw/handle/j36by9 |
work_keys_str_mv |
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