The Influences of Brand Image, Consumer Perceived Value on Purchase Intention for Mainland China Tourists－In the Case of DIN TAI FUNG

• Main Authors: Kuo-Yu Shih, 石國鈺
• Other Authors: Yung-Yen Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/7mna4t

碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 103 === There are natural landscape and delicious food in Taiwan that promote growing popularity. In the present, tourists from China is the main ethnic group for Taiwan tourism. However, most of the Chinese tourists come to Taiwan for the first time that is rare to find the study relates with their consumer behaviors. To understand the relationship of brand image, consumer perceived value on purchase intention for Mainland China Tourists is important for the store branding development that can even support some data to the strategy of tourism. The purpose of the study is that to investigate the influences between brand image, consumer perceived value on purchase intention for Mainland China Tourists that ate in DIN TAI FUNG restaurant. 519 data were collected by used the structured questionnaire. Results shows: 1. Mainland China Tourists have good brand image. 2. Mainland China Tourists feel nice of consumer perceived value. 3. The purchase intention is acceptable of Mainland China Tourists that went to DIN TAI FUNG restaurant. 4. There are significant correlation of brand image, consumer perceived value and purchase intention. 5. Brand image predictable re-purchase intention, and perceived value has intermediary effect. Accordingly, Mainland China Tourists first time go to Taiwan that is quite satisfactory for brand image and customer perceived value that might raise the purchase intention. In addition, brand image and customer perception of price can predict the customer's willingness for re- purchase effectively.