The study of consumer behavior on the selection of glasses
| Autor: | CHANG, SHU-CHING, 張書菁 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 With low entrance barrier, Our country had many glasses stores have been rapidly opened，which also attract some foreign investors come into the optical market in Taiwan. All of these has bring a big challenge for small glasses stores. Foreign optical shops in Taiwan often provid innovative service process in comparison to domestic optical shops, resulting in greater competition pressure for the domestic optical shop owners. This paper intends to investigate consumers’ buying intention in glasses selection. This paper uses brand image, product quality, word of mouth and buying intention as research variables. A quantitative research method is employed, and 297 questionnaires were administered to those who visited glasses stores in the last six months. The collected data were analyzed by SPSS 22 to verify the research hypotheses. The finding shows that the brand image positively affects buying intention. Brand image positively affects word-of-mouth communications. Word-of-mouth communications positively affect consumers’ buying intention. Product Quality positively affects consumers’ buying intention. Product quality also positively affects word-of-mouth communications. And that the Word-of-mouth positively affects brand image and buying intention. The suggestions are provided in accordance with the research findings. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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