Exploring the influence of brand trust on purchase intention between China and Taiwan young people with digital camera.

• Main Authors: Chia-Chu Li, 李家駒
• Other Authors: Hsiao-Mei Li
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/08858224707010414931

碩士 === 國立中央大學 === 資訊管理研究所 === 92 === The China market has been rising sharply for recent years. Many Taiwan companies have been eager to enter into China market. However, it's important for enterprises to use marketing tools flexibly in these two markets. And it's dangerous for companies if they don't know the differences of lifestyle between China and Taiwan in the environment changed dramatically. And there are few literatures with regard to brand trust and differences between China and Taiwan. Studies show that the relation between brand trust and commitment is so significant, and further, commitment influences the purchase intention of consumers. Involvement can also affect the relationship between brand trust and commitment. Therefore, the purpose of the study is to find the relationships between brand and China and Taiwan consumers. With Exploratory Factor Analysis, we made these results below: 1.There is significant influence of brand trust on commitment for Taiwan and China consumers. 2.Involvement has no significant influence on the relationship between brand trust and commitment for Taiwan and China consumers. 3.There is significant interference effect of involvement on commitment for Taiwan and China consumer. 4.Groups with diverse lifestyle have significant difference between Taiwan consumers. 5.Groups with diverse lifestyle have no significant difference between China consumers.