The Effect of Perceived Value、Brand Image and Customer Satisfactionon Consumer Purchasing Decision- An Example of Financial Holding Company in Taipei Area
碩士 === 真理大學 === 管理科學研究所 === 93 === In the continuing economic growing, Taiwan consumer’s consumption financial products are obviously increased. So the successful factor that the brand images and consumers' perceived value are the key to often used for regarding as the long-term and selling, wi...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/23794322821696153515 |
| Summary: | 碩士 === 真理大學 === 管理科學研究所 === 93 === In the continuing economic growing, Taiwan consumer’s consumption financial products are obviously increased. So the successful factor that the brand images and consumers' perceived value are the key to often used for regarding as the long-term and selling, will produce consumers to go to the same financial service company or the person who has more specific brands industry or the purchase of serving for a long time, too. The effect of perceived value、brand image and customer satisfaction on consumer purchasing decision —an example of financial holding company in Taipei Area. 400 questionnaires were distributed and 396 effective was collected. Reliability analysis, LISREL analysis were used to test the hypotheses. The major findings of this study include：（1）the consumer’s customer satisfaction was significantly positive affected by perceived value.（2）the financial holding company’s customer satisfaction was significantly positive affected by brand image.（3）the consumer purchasing decision was significantly positive affected by customer satisfaction.（4）the financial holding company brand image was significantly positive affected by perceived value.
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