The Relationship among Brand Image, Conformity and Purchase Intention : Using Undergraduate Students in North Taiwan as an Example

• Main Authors: Wei-Yan Chen, 陳韋諺
• Other Authors: 潘振雄
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/17547361684527229948

碩士 === 清雲科技大學 === 企業管理系暨經營管理研究所 === 97 === The statistical data in 2007 showed that the student''s trend to travelling overseas had rapid growth. This was different from the situation in last year that only happened in the number and the certain circle, now this habit becomes popular among the students. The aim of this research is to find the relationship among brand image, conformity and purchase intention using university students in North Taiwan as an example. The primary data was collected through a questionnaire from students which were born between 1981-1990 based on convenient sampling, and then analyzed with SPSS. In this case, the level of educational attainment as well as brand image, affect the purchase intention. The living locations have significant impact on conformity behavior. The awareness of travel agents does not affect the purchase intention. The conformity behavior has influence on the purchase intention. Finally, brand image has significant influence on the purchase intention.