The Study of the Relationship between Vanity Trait, Brand Equity, Value Perception and Purchase Intension –Taking Example of the Large Size LCD TV

• Main Authors: Ching-Yi Chang, 張靖以
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/96760356982301177678

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 96 === Taiwan society the economical stable growth, the national income increased day after day in recent years, family obtained also unceasing promotion. In 2005 investigates according to the Executive Yuan Planning headquarters, the high obtained new generation accounts for Taiwan population 40.17 ﹪, frequently by 1,000,000 valuation''s German pair of B vehicle perhaps by the high-quality jewelry and the clothing, power of consumption, the purchase high-quality goods name brand and the large size liquid crystal''s top electrical appliances wish is high. This research for the discussion purchase large size liquid crystal (52 above) the consumer is, construction vanity characteristic, brand rights and interests, value consciousness and research of pattern purchase wish relations. This research measures the consumers totally resident population number of Taichung city and the county of Taichung as the parent of collected data. Depending on the proportions of resident population number of Taichung city and the county of Taichung, data collected as the necessary effective samples count amount to 480 . Respondents are those randomly selected consumers of Taichung city and the county. Build and construct the model of vanity trait , band equity,value perception , and purchase intention relation way to this research, and questionnaires being drafted after domestic and international relevant documents in light of actual conditions, are tested by the respondents. Input data are analyzed by confirmatory factor analysis to verify the variables contented in our research. Additionally, by way of Path Analysis measuring parameters in the subdivision model of estimation and structure, causality between variables and fitness of model are verified. All the hypotheses drafted from the theoretical model in the research are tested. The analysis of the results: 1.Vanity trait and appearance concern of consumers positively affect the brand equity and that shows significant. However, those of achievement concern only modest positively affect the “brand awareness ” of brand equity without showing significant. 2.Vanity trait and achievement concern 、appearance concern of consumers positively affect the value perception and that shows significant . 3.Vanity trait and appearance concern of consumers positively affect the purchase intention and that shows significant. Vanity trait and achievement concern negatively affect purchase intention but it does not show significant. 4.Brand equity and brand loyalty only modest positively affect the of value perception without showing significant.Brand equity and perceived quality negatively affect purchase intention but it does not show significant. 5.Brand equity and brand loyalty、brand awareness of consumers positively affect the purchase intention equity and that shows significant. However, brand equity and perceived quality、brand association negatively affect purchase intention but it does not show significant. 6.Value perception and perceived acquired value、perceived bargain value of consumers positively affect the purchase intention and that shows significant.