This research is focus on how store image affects perceived risks and purchase intention in different private label brand (PLB) products. Because of 7-Eleven¡¦s positive store image and diverse product categories, this research takes 7-Eleven as the example to explore the difference among its PLB products. The conclusions as follow¡G 1. Positive store image is a necessary condition to develop PLBs. 2. Product category is a success factor to PLBs. 3. Consumers perceive different perceived risks when facing different products. According to the conclusion, suggestions are as bellow¡G 1. Keep maintaining and improving store image. 2. Focus on the products which are highly-related to the store image. 3. Managing perceived risk as a marketing strategy in diverse PLB product categories.

¡@¡@In recent years, Taiwan's industries actively seeking industrial restructuring in the way of increasing added value to products. That makes many convenience goods brands appeared on the market, but consumer-related studies is scanty; and theoretical studies have indicated that a product¡¦s image will affect the brand image. However, in domestic empirical research, the studies are primarily focus on product image and brand image, and consistency between brand image and product form, and seldom discuss the topic of the product design can enhance brand image. According to the background and motivation, the proposition of this study are as follows¡G (1) Understand the association of product image and brand image. (2) Using demographic variables as moderators to explore how the brand image and product prices affect the perceived value. (3) Analyzing relationships between customers¡¦ perceived value and purchase intention. In this study, product design and product prices are independent variables. First, uses the 24 groups of opposing adjectives that Ming-Chuen Chuang and Ching-Hang Kao (1997) sorted out to do semantic differential analysis on four brands of products to measure the respondents¡¦ feeling toward product form, color, texture, feel, and function. And then, discussing the relationship among product image, brand image, perceived value and purchase intention. The conclusions are summarized as follows¡G (1) Different product design has different effects on brand image. (2) The brand image and product price has a significant impact on the perceived value. (3) Some demographic variables have a moderating effect on brand products. (4) Perceived value has a significant effect on purchase intention. Keywords¡Gconvenience goods, product design, product image, brand image, perceived value, purchase intention

The research has investigated the celebrity effect¡¦s relationship between brand image, perceived quality, and purchase intention. Using the case of the world-renowned brand: Minute Maid, Coca-Cola, it has only been introduced to Taiwan for two years, yet it made a huge success. It has faced the issue of changing spokesperson recently. The research uses ¡§Judgmental sampling¡¨ to get the samples and data that we need. We use factor analysis and reliability analysis to check our questionnaire, and then the data was analyzed mainly on Pearson correlation analysis and regression to check out whether the factors are effective. The results showed: 1. Consumers would think that the better the product¡¦s celebrity effect is, the better the product¡¦s perceived quality and brand image is. 2. Consumers would think that the higher the perceived quality and brand image is, the higher their purchase intention would be. 3. Overall, the celebrity effect would affect consumer¡¦s purchase intention. Companies which try to use these kinds of marketing strategy should really be aware of it.

Abstract The video game consoles was accompanied with players for decades, from the video game consoles of the first generation that have simple screen and hardware, to the video game consoles of the seventh generation that have exquisite screen, online functions, and excellent hardware, players have deep impressions on these video game consoles of every generation. In the market of new generation video game consoles, Wii was favored with consumers after Nintendo began to sale it, because we could use the motion controller to control the games. However, the gap of the quantities of new generation video game consoles was narrowed by the SONY and Microsoft after they started to offer motion controllers, the Playstation Move for PS3 and Kinect for XBOX 360. Therefore, understandingthe factors that affect the intention of X and Y generation consumers, the main consuming group of video game consoles, to purchase new generation video game consoles is the important thing for corporations. We add perceived playfulness and portraits of the new generation into Technology Acceptance Model (TAM) and modify TAM to discuss the factors to affect the intention of X and Y generation consumers to purchase new generation video consoles. The total research effective tests are 202 copies. The conclusions of this study are presented as follows: 1. X generation consumers pay more attention to perceive usefulness, and Y generation consumers pay more attention to perceived playfulness. 2. Variables that affect X and Y generation consumers most are perceived usefulness, perceived playfulness, portraits of video game consoles and intention of use. 3. TAM is confirmed that it¡¦s suitable for the study on video game consoles.

In recent years, as the economy in Taiwan grown strongly, the lifestyles changed into a modern pattern, which had placed the traditional society. In the new, fashion, and modern lifestyles, here comes a new type of consumption. In order to adapt the new environment, marketers have developed many kinds of marketing skills to promote the services or products they provide. Therefore, sales promotions have been significantly over the years. Sales promotions are short-term incentives to encourage customers to make a purchase. As consumers are exposed to the sales promotions, their perceptions of the sales promotions play an important role in leading consumers to make purchase decisions. In sum, the purpose of this research is to discuss the relation between sales promotions and the purchase likelihood; we also try to explain how the cognition from consumers impacts their purchase likelihood. Thus, the following are our purpose: 1. To evaluate whether the sales promotions from Watsons can affect the quality perception of consumers. 2. To understand the relation between the internal reference price and perceived transaction value. 3. To analyze the relation between perceived acquisition value and purchase likelihood 4. To explore how the purchase likelihood change when the anticipation of sales promotions fail. 5. Discuss the differences of cognition toward sales promotions in Watson within genders. In this research, I administered a questionnaire to explore the data from 223 participants. The findings are as followed: 1. The sales promotions from Watsons have significant impacts on quality perception of consumers. 2. Consumers¡¦ internal reference price has significant impacts on perceived transaction value. 3. Perceived acquisition value have significant impacts on purchase likelihood 4. The failure of anticipation toward the sales promotion will decrease consumers¡¦ purchase likelihood. 5. There¡¦s no difference of cognition toward sales promotions within genders.

This study follows the theoretical les of Deutsch and Gerrard¡¦s dual-process theory to determine the informational and normative factors that influence credibility judgments of on-line consumer recommendation by readers. In addition, this study also discusses how impulse traits and disposition of Trust play as a moderator on the influence of Electronic Word-of-Mouth on sender¡¦s WOM on the receiver¡¦s purchase decision. This study¡¦s main purpose as follows: ¤@¡B How world informational and normative determinants affect a user¡¦s credibility evaluation of on- line consumer recommendations? ¤G¡B How would this perceived credibility of eWOM influence its sender¡¦s WOM on the receiver¡¦s purchase decision? ¤T¡B Receiver of consumer recommendations¡¦ impulse traits and disposition of trust whether influence the relationship between perceived credibility of eWOM and sender¡¦s WOM on the receiver¡¦s purchase decision. This study has some finding as following: ¤@¡B Informational determinant-argument strength, confirmation with receiver¡¦s prior belief, expertise - significantly influenced perceived eWOM credibility. ¤G¡B normative determinant- - significantly influenced perceived eWOM credibility ¤T¡B perceived eWOM credibility significantly influenced sender¡¦s WOM on the receiver¡¦s purchase decision. ¥|¡B impulse traits and disposition of Trust could strengthen the relationship between perceived credibility of eWOM and sender¡¦s WOM on the receiver¡¦s purchase decision.

With the change of world economy and the constant innovation of technology, people¡¦s lifestyle and eating habits have changed tremendously. And There are more and more people like to eat out. When they are choosing restaurants, the western-style fastfood will be often taken into account. In fact, eating too much fast food in high calories will cause nutrition disorders and fatness. So consumer should keep careful attitude toward this kind of food. In Taiwan, every western-style fastfood corporation is in high competition. In order to increase sales and market share, firms adopt different marketing strategies to attract consumers. When new products are launched, the point of purchase advertising will be replaced right away to convey product information to customers. Therefore, the research chooses McDonald¡¦ s, Mos Burger and Burger King because they are top corporations. The main purposes as follows: 1. Among McDonald¡¦ s, Mos Burger and Burger King¡¦s point of purchase advertising, to explore the relevance between impulsive buying behavior and point of purchase advertising. 2. To research the revision effect of impulse buying characteristics and demographics. This research analysis consumers¡¦ behaviors after seeing point of purchase advertising in Mcdonald, Mos Burger, and Burger King. After analyzing, we found that consumers in Mcdonald, Mos Burger and Burger King has lower ratio of impulsive buying behavior. Thus, point of purchase and impulsive buying behavior are low connected. About revision effect of impulsive buying characteristics, only Mos Burger has revision effect. About demographic variables, age, educational level and monthly income don¡¦t have revision effect in three research objects. And about sex, only Mos Burger has revision effect.

The Internet alters the traditional business environment. Due to the convenience of the Internet, consumers are able to acquire both tangible goods and intangible services. With the advent of the internet and its related technologies, the emerging online shopping a distinctively new business transaction format becomes the trendiest activity in these days. The spirit of online group buying is to exercise the buy¡¦s bargaining power by amassing number of people interested in the same goods and their money in order to achieve the goal of having desirable prices. Besides the financial motive, what are the other incentives driving consumers to join online group buying is another interesting subject discussed in the paper. When shopping online, consumers can obtain product information only by pictures and depictions posted by sellers. Therefore, the credibility of the group-buying initiator is very important because of the fictitious shopping environment. The goal of the research is to comprehend the correlation between consumers¡¦ online group-buying motivations and customer satisfaction. According to the above, the research model is consisted of the following factors: (1) motivation of online group-buying participation; (2) customer relationship; (3) product involvement; (4) customer satisfaction. The research sample group is targeted at the southern residences with online group-buying experiences. There are total 849 questionnaires performed face-to-face and on the Internet retrieved during the sample period from February 25, 2012 to March 25, 2012. All of this data will be used to explain the correlation between online group-buying motivations and customer satisfaction. After calculating and analyzing all data, there is a positive relationship between online group-buying motivations and the customer satisfaction. Besides, trust categorized in the customer relationship acts as an intermediary in the relationship between online group-buying motivations and the customer satisfaction. Moreover, the product involvement also interferes in the relationship between online group-buying motivations and the customer satisfaction. In order to stand out and be successful in the overcrowded and competitive e-commerce market, there are several suggestions about online group-buying activities based on the results of above. Online group-buying initiators can use promotions to attraction consumers¡¦ attentions. Furthermore, a user-friendly website can also increase the level of the consumer satisfaction due to its simplicity and accessibility. Based on all information collected, the product quality and the seller¡¦s credibility are the most crucial elements affecting consumers¡¦ purchase inclinations.

Recently, more business reduced marketing expenses for responding the changes of macro-economic environment. The business strategy turned traditional marketing into internet marketing. More business used internet marketing to compete with others. Because internet industry grown speedily that ¡§Otaku Economy ¡§changed consumer behavior on shopping. In addition, these economy models become more strong shopping power. Consumers change their shopping patterns that it carries more opportunities and economy effects when the environment is in a slump. The research has four purposes as follows: First, to discuss e-commerce bring the effectiveness of brand essentially. Second, to explore affected on purchase decision-making whether internal or external factors when consumers use e-commerce process. However, people perceive differently for online shopping on decision model. People have difference effects on perceived price, perceived quality, perceived value and purchase intention in their mind. In addition, we want to discuss that consumer¡¦s brand loyalty when people face more choice on online shopping websites. Finally, we observed effectiveness on brand A and the gap between business and consumer in business side. The model was tested using SPSS 17.0 Variate Statistical Analysis and Case Study. The sample size of this survey includes 360 respondents, 335 were identified as usable. PayEasy were selected for the study. The findings are as follows: 1. We demonstrated the price-perceived value concept model that found consumers considered the more quality on products/ website the more overall value in their mind. The result created more purchase probability. 2. Two group are 15-18 year-old students and office workers bought cosmetic products online frequently because without time and space limit. More and more female consumers interest in online shopping. 3. In fact, people have lower brand loyalty on online shopping due to they have more choices. Product substitution and cheaper price could affect consumer decision-making behavior. 4. PayEasy has more unique competitiveness on information flow, product flow, cash flow, logistics and CRM. The key contribution of the research is that we reflect opinions of people and perspectives gap on e-commerce in consumer and business side. Further, we understand factors of decision-making process in consumer¡¦s mind that will help to enhance relationship between business and consumers on e-commerce. And helping business create more new innovate model to increase brand effectiveness.

These days, consumers are living in a flood of frequent sales promotion practices. They encounter every day low price, seasonal price off, special price discount, free gift, buy one get one free, and other promotions in their daily lives(Promo Magazine,2010).Sales promotions have become more usual, more repetitive, and longer practices than before. Exploration of sales promotion effect has become one of the most popular issue to discuss in the study of marketing. This study wants to examine what kind of promotion is the most effective. There were four kind of normal promotion: free gift for customer¡Bdiscount¡Bdonation with cash and donation with gift. We found that no matter who get the benefit from the promotion, monetary promotion will be more effective than non-monetary promotion in purchase intention and brand attitude of consumers. And this conclusion is different to the past study which said that monetary promotion will determine the brand attitude. The results indicate that monetary promotion can not only increase the purchase intention but also can improve the brand attitude. This study also compares two kind of promotion type one by one, so that company can choose the promotion type depend on which promotion activity the competitor use. And we found that it¡¦s may probably harder to induce student to donation because of the limitation of disposable income. So we can¡¦t use the cause-related promotion when our main customers are students.