RESERCH OF THE EFFECTS TO BUSINESS MANAGERS''PURCHASE INTENTIONSFROM BRAND ASSOCIATION & CONSCIOUSNESS RISK.

• Main Authors: Jo-Se Lin, 林忠勳
• Other Authors: Wei-Shang Fan
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/98028932025952288338

碩士 === 南華大學 === 管理科學研究所 === 92 === 　　Brand association refers to the core value of brand equity and purchase intention of the consumers correlates closely with brand association. However, risk exists during the process of purchase decision-making. As consciousness risk gets higher, purchase intention becomes hindered more significantly. Extensive consciousness risk is aware when the consumers confront with products of high involvement in particular (such as merchandise that requires a higher price or collection of plenty of information). 　 　　This study, on effects of brand association and consciousness risk on business managers’ purchase intentions, sets as its targets of census the members of the supervisors of the Taiwan junior chamber from Taichung county and city of , and its object of study on the five major domestic brands of passenger vehicles. A total of 425 copies of questionnaires were delivered by mail, and 191 copies were retrieved valid, the rate of valid retrieval is 45%. The study finds the followings: 　 1. The relations between brand association and purchase intention of business managers are extremely conspicuous. 　 2. The relations between consciousness risk and purchase intention of business managers are extremely conspicuous. 　 3. The effects of business managers’ brand associations on their consciousness risks are extremely conspicuous, i.e., their brand associations indeed effect the extents of consciousness risks. 　 4. When analyzing the effects of the factors like brand associations and consciousness risks on managers’ purchase intentions, we find that brand association (i.e., the factors of consciousness value, organizational association, brand personality, differentiation) is less influential, the “ social risk” factor of consciousness risk is extremely conspicuous, ‘’physical risk” comes second and social risk and physical risk are correlated negatively. The more numb business managers’ feel about ‘social risks’ and ‘physical risks’, relatively the stronger the purchase intention becomes. 　 5. An ANOVA on seven population variables of business managers in relation to the dimensions under study was conducted in the research and the results indicate gender, marital status, educational background and annual income render significant differences among the factors of brand association, consciousness risk and purchase intention; nevertheless, it is more conspicuous for business managers of different age, category of industry and management levels.