| Summary: | 碩士 === 遠東科技大學 === 行銷與流通管理系碩士班 === 106 === In recent years, the cultural and creative industries prosper. According to statistics, there were more than 63,000 related manufacturers in Taiwan,by the end of 2016, The total turnover reached NT$800 billion.In the case of the rise of many manufacturers,In this study, we will explore the following relationships between variables: the degree of involvement in the brand image, the degree of involvement in perceived value, the willingness of the brand image to purchase nearby products, the perceived value of perceived value to the purchase of surrounding goods, and the relationship between perceived value and brand image. This study mainly uses SPS22 and SmartPLS3.0 for data analysis.And in the "DNAxCAT" brand online forum, the same group,chat group to issue online questionnaires,a total of 102 valid questionnaires were collected during the period. Reverse sampling 5000 times using Bootstrapping, Results showed that:
1.The pleasure value of the degree of involvement has a positive and significant impact on theuser image of the brand image and the emotion and quality of the perceived value.
2. The centrality of the degree of involvement has a positive and significant impact on theuser image of the brand image and the economy of perceived value.
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3. The user image of the brand image has a positive and significant impact on the purchaseintention.
4. The quality of perceived value has a positive and significant impact on the corporate imageand product image of the brand image.
5. The economy of perceived value has a positive and significant impact on the willingness to purchase
6. The society of perceived value has a negative impact on the product image of the brand image.
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