| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 95 === This research explores the impact of product defects on product image, product association, and brand attitude, whether two factors, channel types and corporate response interfere in the impact or not. The respondents are National Chengchi university and Tamkang university students. This study uses scenario techniques with three variables, which have two levels respectively, so the experimental design is developed into 8 scenarios (2 × 2 × 2).
The conclusion indicates that severity of product defects affects customers’ product image, not the product association and brand attitude, and corporate response interferes in this impact. On the other hand, the intersection of product defects and specialty channelaffects the product association. Final, more mature corporate response , more goodness product image, better product association, and more excellent brand attitude have a great influence on customers’ purchase intention.
This study suggests corporations should decrease the probability of product defects, and maintain the service quality in each product, because the two factors mentioned above are crucial to customers’ product image. Besides, in order for companies to increase customers’ purchase intention after product defects, the corporate response is the first thing to be improved.
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