A Study on the Purchase Intention of Customers of Taiwan's Bento Brands: A Case Study of New Taipei City

• Main Authors: LIN,GUAN-YU, 林冠宇
• Other Authors: LIN,TSONG-WUU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4ddssm

碩士 === 東吳大學 === 資訊管理學系 === 106 === 　　The people take food as their day, and the six needs of the people's livelihood: food, clothing, housing, transportation, education, and music are the most important things in life, but it is also a major issue in life. In today's society, there are a large population of office workers, students, and expatriates.Especially when it comes to eating out, it is particularly 　important when it comes to convenience and demand. 　　Many studies point out that: (1). Brand is a key factor for customers to choose a lunch; (2). From the consumer's perception of the brand → service quality → customer satisfaction → customer loyalty → purchase intention A series of headlines show a positive relationship. (3). There is a significant positive relationship between the brand's appeal to customers and purchase intention. Therefore, this study needs to understand the influence of the convenience brand on the customer (purchase of Intention) and assist the lunch vendor in pushing the direction of the business. 　　The research results of this thesis: The study was supported by sufficient and effective questionnaires, and through rigorous SPSS statistical analysis, it was highly reliable, with construct validity plus regression analysis, the significance of the regression coefficients, and it proved the brand of Taiwan's lunch industry. There is a significant positive influence on the purchase intention of customers. The other six hypotheses proposed in this study are: brand relationship between service quality, brand-to-customer satisfaction, service quality versus customer loyalty, customer satisfaction versus customer loyalty, service quality versus customer satisfaction, and customer loyalty versus purchase intention Positive correlations have also been established. Keywords: brand, service quality, customer loyalty, purchase intention.