A Study on Impact of Liquor Promotion, Consumer Involvement and Brand Attitude on Purchase Intention

• Main Authors: CHANG, HSIANG-TSE, 張翔澤
• Other Authors: CHU, LI-CHUAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/a9pcs3

碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 106 === 　　This study focuses on the promotion of alcoholic goods (price incentives / non-price incentives), different promotions, products involved in the brand attitude and the willingness to buy to understand the consumer in different promotional methods, product involvement and Whether the brand attitude after the impact of their purchase. In this study, the consumers of wine products were selected as sample. A total of 447 samples were collected. After the questionnaire survey and analysis, SPSS software was used as the statistical analysis tool to carry out the hypothesis test. The conclusions of this study are as follows: 1. Promotional approach has a significant positive impact on brand attitudes. 2. Product involvement moderates the influence between promotion mode and brand attitude. 3. The promotion method has a significant positive impact on the purchase intention. 4. Brand attitude has a significant positive impact on the purchase intention. 5. Brand attitude mediates the influence between the promotion mode and purchase intention.