The Influence of Product Attributes and Brand Image on Consumer Purchase Intention-A Case Study of Taiwan Beer
| Autor: | Ya-Fang Chen, 陳雅芳 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 This study was to investigate the relationship between product attributes and brand image for the willingness to buy among the three. The results are available to the industry as a recommendation and reference to the greater Taipei area ( Itabashi Ward, Zhongshan, Zhongzheng District, Neihu District, Datong District ) Taiwan beer drinkers for the study, a questionnaire survey, a total payment of 450 parts questionnaire, actually gets 40 valid questionnaires, The following results were found the conclusions： （1）the product attributes have a positive impact on the brand image （2）the brand has a positive influence on purchase intention （3）the product attributes have a positive influence on purchase intention （4）the brand image of product attributes on the relationship between the willingness to buy a partial mediation effect Researchers and industry researchers make recommendations and follow-up study limitation, the beer industry participation test. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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