| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 104 === This study discussesd the brand awareness, brand image, brand loyalty and purchase intention based on the customers of Yuxi Rice in Hualien, there are 430 questionnaires, and 401 are valid, effective return rate is 93.3%. The obtained data was analyzed by reliability and validity analysis, demographic variable analysis, T-test, One-way ANOVA, Pearson product-moment correlation and Path analysis using SPSS statistical analysis software, The conclusions are as follows:
1. The majority of consumers are middle aged business women who hold vocational/high school degrees.
2. The majority of consumers spend roughly 101-500 NT, twice to four times per year.
3. The consumers perceive brand awareness, brand image, brand loyalty and purchase intention very differently.
4. Brand awareness, brand image, brand loyalty and purchase intent have positive impact on each other.
5. Among the variables of the dimensions affecting purchase intention, brand awareness affects the purchase intention the most, indicating that strengthening brand awareness of a given product will help to increase the incentive of purchase.
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