The Influences of Incongruity which Brand Image fit in Channel Type on Purchase Intention
| Autor: | Hsiao-Ching Lin, 林曉菁 |
|---|---|
| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 Along with the economical fast development and society's vicissitude, the consumer increases day by day regarding the brand product demand, the related information obtained everywhere; On the other hand, each kind of different channel type appeared in abundance, has provided different expense shopping feeling. The collocation of brand image and channel type how to affects consumer's purchase intention? Different product category as well as consumer's product knowledge degree whether can have the influence to the above purchase intention? This research namely take generally consumer as an object, conducts the research in view of the above question, hoped can understand the influences of incongruity which brand Image fit in channel type on purchase intention. This research adopts experiment method, uses 7 points types meters to discrimination brand image and the channel type, and independent sample Test and ANOVA to test the incongruity which brand image fit on channel type how to affect purchases intention, as well as the product knowledge degree and different product category how to influence the purchase intention. The results as follows: 1. To the perceptual product, the incongruity which brand image fit on the channel type affects the purchase intention, the purchase intention is best when the incongruity is moderate, next is matches consistently; 2. To the rational product, the incongruity which brand image fit on the channel type also affects the purchase intention, but the best purchase intention appeared on matched consistently, next is moderate inconsistency; 3. Regarding the perceptual product, the knowledge degree does not influence in this purchase intention; 4. Regarding the rational product, the knowledge degree have the adjustment effect regarding this; when product knowledge degree lower, the moderate inconsistent will cause best purchase intention; when product knowledge degree higher, matches the consistent will cause the best purchase intention. This research hoped can provide the different category product merchant does for a reference direction when they choose the channel type for produce. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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