A Study on the Relationship of Brand Image and Perceived Value to Purchase Intention –Self-Service Laundry as an Example
| Autor: | Zheng,BoMing, 鄭博銘 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Laundry service is originally a traditional business. Following with the increase of lodging residents working or pursuing studies from other cities, more and more people getting away their routines of washing clothes choose launderettes to do laundry. Owing to the popularity of launderettes, more and more launderette dealers therefore invest in this market. However, in facing a wide variety of different branding launderettes, how to evaluate the consuming factors for consumers has become an important issue. Besides, whether brand image of launderette dealers will influence consumers’ perceived value, or even influence consumers’ purchase intention on launderettes? These queries are the aspects that the study hopes to explore, launching the research motivation of the study. This study aims at exploring the influential relationships of brand image and perceived value to purchase intention, and samples the consumers who ever did the laundry by launderettes in Kaohsiung area as research subject to conduct the questionnaire. And the study releases 360 copies of questionnaires in total and collects back 323 effective copies to reach 89.72% of effective collection rate. The data of effective copies proceeds with statistic analysis by SPSS soft ware, including Descriptive statistics, Reliability and Validity analysis, Independent-sample t-test, one-way ANOVA, Pearson product-moment correlation and Multi-regression analysis, to further examine the hypotheses raised. Empirical findings show that the relationships of brand image to perceived value, brand image to purchase intention, and perceived value to purchase intention all appear significantly and positively influential. As for background variables, different gender, marriage, age, occupation and monthly income express partially significant differences separately to brand image, perceived value and purchase intention. According to research results, this study lastly also presents related research suggestions as references of operational strategy for the dealers of launderettes. Keywords: Launderette, Brand image, Perceived value, Purchase intentions |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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