| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === The purpose of the present study was (1) explore whether brand image will influ-ence the purchase intension, (2) test a mediating effect of word-of-mouth.
The questionnaire was used to collect data. The research used SPSS software to process statistical analysis, including descriptive statistics analysis, Cronbach’s α relia-bility, factor analysis and regression analysis. The results showed that : (1) brand im-age is a significant impact on word-of-mouth, (4) the word-of-mouth is positive influence on the purchase intension, (7) the brand image is positive influence on the purchase intension, (8) the mediating effect of word-of-mouth on brand image and purchase intension is supported.
|
|---|
