碩士 / 樹德科技大學 / 經營管理研究所 / 106 / Taiwan is surrounded in the Pacific Ocean between 22°N and 25°N, 120°E and 122°E. In northeastern and southern Taiwan, the warm sea water and hard substrate provide the suitable condition for corals settlement and growth to become the coral reef. Coral reef is the most popular area for divers because the highly marine diversity. Therefore, in Taiwan, the scuba diving industry is continually developing in current years.Base on the scuba diving activity is famous in recent years, there are plenty of diving equipment information could be searched from online or brick-and-mortar store for the divers. We investigated the information of scuba diving products and the effect of brand image on purchase intention by customers who have scuba diving license. In this research, 186 of 200 valid questionnaires were been analyzed. Results showed that there were positive effect between products information, brand image and purchase intention. The mediating effect were revealed between products information and brand image.Key words: product information, brand image, purchase intention, scuba diving
| Identifer | oai:union.ndltd.org:TW/106STU05457016 |
| Date | January 2018 |
| Creators | Po-Chih Chen, 陳柏志 |
| Contributors | Chung-Yuan Dye, 戴忠淵 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 55 |
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