The Impact of Brand Image, Seller''s Reputation, Perceived Quality and Perceived Value on Purchase Intention-An Empirical Study of Skin-Care Products Industry

• Main Authors: Wen-Hsiung Chang, 張文香
• Other Authors: 唐國銘
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/j36by9

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.