The main subject of this study is about Taiwanese girls and ladies clothing brand called Scottish House, and to discuss the consumer whether or not be influenced by extrinsic cues such as image of the country of origin, brand image and prices when
purchasing clothing, thereby affecting the perceived quality and purchase intention.
The main conclusions of the study are as follows:
1. Image of COO and COD will indeed have a positive impact on perceived quality, indicating that female consumers of Scottish House think the image of COO and COD make them feel that the clothing has high quality. And the impact of image of COD on perceived quality is more than image of COO.
2. Brand image will also have a positive impact on perceived quality and the influence of brand image of the Scottish House on perceived quality is the strongest over image of COO and COD.
3. Perceived price will have a positive impact on perceived quality, and the female customer regards Scottish House as high price. However, the influence of perceived price on perceived quality is far lower than the image of COO and COD.
4. Perceived quality will have a positive impact on purchase intention, customers thinks Scottish House has high quality and thus increase their willingness to buy.
The conclusions above are significant to the management in the following aspects.
1. COD is relatively important.
2. Brand image is a key extrinsic cue for judging product quality.
3. Price has a limitation to explain product quality.
4. High product quality leads to high purchase intention.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0623109-224243 |
| Date | 23 June 2009 |
| Creators | Chan, Ieng-ieng |
| Contributors | Tsuang Kuo, Tai-Hwa Chow, Pei-how Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0623109-224243 |
| Rights | not_available, Copyright information available at source archive |
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