The Effect of Channel Type and Brand Equity on Customer Satisfaction and Purchase Intention – An Example of Women’s Underwear

• Main Authors: Ou, Ching-Wen, 歐錦文
• Other Authors: 廖國鋒
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/bsj8mt

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 103 === The women’s underwear market in Taiwan sees consistently fierce competition, yielding up to NT$ 25 billion in sales annually. Given that the sales of women’s underwear via the Internet, which has become a popular means of shopping in recent years, grow year-on-year, and that this product prides itself in stronger brand loyalty than garments, branded companies should ensure brand equity and well-run marketing channels to increase customer satisfaction and purchase intention. This thesis explores the effects of channel types and brand equity on customer satisfaction and purchase intention, from the perspective of consumers of women’s underwear. A two-way crossover design was adopted. Participants were asked to complete the pre-test questionnaire in which they selected from the top 10 brands of women’s underwear in Taiwan (based on market share) the most popular one and the least popular one. Questionnaires on customer satisfaction and purchase intention were designed based on the pre-test results and administered on a large-scale basis, with 426 valid responses returned. A linear regression analysis was subsequently conducted to measure the effects of channel types and brand equity on customer satisfaction and purchase intention. The empirical findings were as follows: 1. Physical channels affected brand equity more significantly than did virtual channels. 2. Channel types had no significant effect on consumer satisfaction. 3. Customer satisfaction significantly affected purchase intention. 4. Brand equity significantly affected customer satisfaction. 5. Brand equity significantly affected purchase intention. Academic and practical implications drawn from the findings above are also discussed.