The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco

碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === The purpose of this study is to evaluate the significance of interrelations among brand image, word-of-mouth, perceived risk and purchase intention. Another aim is to examine the mediating role of perceived risk. Survey of smokers was conducted from Mar....

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Bibliographic Details
Main Authors:	Lu, Chuan-Han, 盧泉翰
Other Authors:	Chang, Jui-Fang
Format:	Others
Language:	zh-TW
Published:	2016
Online Access:	http://ndltd.ncl.edu.tw/handle/02744937211177555062

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spelling	ndltd-TW-104KUAS12140102016-12-25T04:11:00Z http://ndltd.ncl.edu.tw/handle/02744937211177555062 The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco 品牌形象、口碑與認知風險對消費者菸品購買意願影響之研究 Lu, Chuan-Han 盧泉翰碩士國立高雄應用科技大學國際企業系碩士在職專班 104 The purpose of this study is to evaluate the significance of interrelations among brand image, word-of-mouth, perceived risk and purchase intention. Another aim is to examine the mediating role of perceived risk. Survey of smokers was conducted from Mar. 18,2016 to Apr. 8, 2016, with use of purposive sampling. 278 responses were received. Data were analyzed with descriptive statistic, independent samples T-test, one-way ANOVA, Pearson Correlation analysis, Chi-Square Test and Regression analysis. The results that brand image and word-of-mouth haves significant positive impact on purchase intention; performance risk perception have significant negative impact. The results found indirect mediated and direct effects brand image purchasing intention through performance and psychological risk. Chang, Jui-Fang 張瑞芳 2016 學位論文 ; thesis 148 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === The purpose of this study is to evaluate the significance of interrelations among brand image, word-of-mouth, perceived risk and purchase intention. Another aim is to examine the mediating role of perceived risk. Survey of smokers was conducted from Mar. 18,2016 to Apr. 8, 2016, with use of purposive sampling. 278 responses were received. Data were analyzed with descriptive statistic, independent samples T-test, one-way ANOVA, Pearson Correlation analysis, Chi-Square Test and Regression analysis. The results that brand image and word-of-mouth haves significant positive impact on purchase intention; performance risk perception have significant negative impact. The results found indirect mediated and direct effects brand image purchasing intention through performance and psychological risk.
author2	Chang, Jui-Fang
author_facet	Chang, Jui-Fang Lu, Chuan-Han 盧泉翰
author	Lu, Chuan-Han 盧泉翰
spellingShingle	Lu, Chuan-Han 盧泉翰 The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco
author_sort	Lu, Chuan-Han
title	The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco
title_short	The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco
title_full	The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco
title_fullStr	The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco
title_full_unstemmed	The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco
title_sort	effects of brand image, word-of-mouth and perceived risk on purchase intention toward tobacco
publishDate	2016
url	http://ndltd.ncl.edu.tw/handle/02744937211177555062
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The Effects of Brand Image, Word-of-Mouth and Perceived Risk on Purchase Intention toward Tobacco

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