The Effect of Promotion Strategy and Brand Image on Purchase Intention - Awareness of Food Safety as a Moderator
| Autor: | Tan, Jung-Fen, 譚蓉芬 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 With the changing economy and consumer awareness, most firms did their best price war by offering the lowest prices to attract consumer spending. However, there are unscrupulous firms to get more profit leading to a series of food safety incidents, which make consumer panic, hit the economy, and destroy the image of the industry and goodwil. Therefore, it shows the importances of food safety issue how firms make consumers are willing to spend again. Convenience store chain has become one of the retail channel and consumers are highly dependent on daily life. The current leader in Taiwan is the President Chain Store Corporation. In this study, 10 retail stores of President Chain Store are located in Jiali district, Tainan as the research sample to explore the effect of promotion strategy and brand image on purchase intention by using awareness of food safety as a moderator. The questionnaire is designed by using seven-point Likert scale. This study uses statistical software package as the analysis tool and results are by using correlation analysis, factor analysis, and hierarchical regression analysis for data analysis. The results of this study show that (a) promotion strategy has significant positive influence on purchase intention; (b) brand image have significant positive impact on purchase intention; (c) the brand image promotion strategy has significant positive effect; and (d) when awareness of food safety as a moderator, there is no significant impact promotion strategies on purchase intention; (e) when awareness of food safety as a moderator, brand image has a significant influence on purchase intention. This research will provide firms as a reference in their related decision. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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