碩士 / 國立中興大學 / 高階經理人碩士在職專班 / 101 / This research exploring the brand equity of the brand awareness and brand image relevance to the consumer’s brand image and purchase intention. Before the consumers choose the right products, they need to have the products knowledge in advance on certain products. For such kind of knowledge, it normally comes from surrogate buyer or consumers to participate in the accumulation of knowledge, such as sporting goods and home medical equipment. Therefore, with sufficient products knowledge or not, it will determine consumer brand awareness and purchase intention usually; if could understand what consumers ideas and thought patterns while purchasing products, as well as the relevance to the image of brand company, will also contribute to the development of such goods in the domestic market. Therefore, this research use diving equipment of sporting goods as an example, explores the brand equity on consumers '' purchase intentions and consumer product knowledge of the interference effects.
This research using the domesitc consumers of diving stores who cooperate with P brand scuba diving equipment company as the research target, through the questionnaire, conducted a questionnaire survey of Li Kete Five-point scale, total get 216 valid return questionnaires, and based on the return data to process the descriptive statistical analysis, reliability analysis, analysis of variance and regression analysis, seeking the verification of hypotheses.
The experiment results of the research found that both brand awareness and brand image to the consumer purchase intent has a significant positive correlated, and product knowledge to affect the relationship between the brand awareness and consumer purchase intent renders significant disturbance effects on, but for the interference between brand image and consumer purchase intention of effect is not significant.
| Identifer | oai:union.ndltd.org:TW/101NCHU5457116 |
| Date | January 2013 |
| Creators | Chien-Yuan Lai, 賴建元 |
| Contributors | 林谷合 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 62 |
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