THE EFFECT OF BRAND NAME SYLLABLE ON PURCHASE INTENTION - PRODUCT CATEGORY AND SELF-CONSTRUAL AS MODERATORS

• Main Authors: Yu-ting Huang, 黃愉婷
• Other Authors: Ming-chuan Pan
• Format: Others
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/9bsu3v

碩士 === 大同大學 === 事業經營學系(所) === 104 === In view of the industrial revolution, and the rapid development of science and technology, the interaction between people is different from the past. When consumers buy goods or experience service, they will be compared each other. Then it encourages manufacturers to compete, to promote and to the continuous innovation, so that each vendor's service upgrades. The majority of Chinese brand names (90.5 %) are in 2 syllables; 6.45 % were in 3 syllables. There were very few 1 syllable brands (Chan and Yuan, 1997). Darby and Karni (1973) is based on the consumer before and after the purchase of product quality attributes experience, the products are divided into three categories - search goods, experience goods, credence goods. This study aims to examine the effect of brand name syllable on purchase intention – prouduct category and self-construal as moderators. This study will adopt a 3 (brand name syllable: 2、3 or 4) x 3 (product category: search goods、experience goods or credence goods) x 2 (self-construal: independent or interdependent) between- subjects experimental designs to explore the effect of brand name syllable, self-construal, and product category on purchase intention. This paper extends the literature on consumers’ brand name syllable processing by identifying important moderators. The results allow us to substantiate prior research and suggest prescriptive strategies for retailers. This study selected a total of 360 students from the Tatung University to complete the questionnaire. The effective sample is 252 questionnaires. The results showed that brand name syllable would influence purchase intention, and self-construal and product category will moderate the effect of brand name syllable on purchase intention. The purchase intention of 2 syllable of brand name is higher than that 3 syllable of brand name. The purchase intention of 3 syllable of brand name is higher than that of 4 syllable of brand name. The purchase intention of search product is higher than that of experience goods. The purchase intention of the experience product is higher than that of the credence goods. In terms of self-construal, the purchase intention of independent is higher than that of the interdependent.