A Study of the Relationships among Visitors’ Brand Attitude, Service Value and Repurchase Intention - A Case of BRAND'S Health Museum

• Main Authors: NGUYEN CHI LOC, 阮志祿
• Other Authors: Cheng-Chung Cheng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/nywutq

碩士 === 朝陽科技大學 === 休閒事業管理系 === 103 === The main purpose of this study is to investigate the impact of visitor’s brand attitude and service value on purchase intention. This study’s target company is theBRAND'S Health Museum. 450 questionnaires are delivered to the visitors, a final return of 397 questionnaires are valid with a return rate of 88.22%. This study uses independent T test, Analysis of variance (ANOVA), and regression analysis. Empirical results of T test and ANOVA show a mixed finding, brand attitude, service value and purchase intentions are significantly different for some visitor’s background factors and not significantly different for some other visitor’s background factors. However, regression results show that brand attitude and service value are significantly and positively related to purchase intention. The findings of this study provide more information and have contribution to both academic research and business managers. 【keyword】tourism factory, brand attitude, service value, purchase intention