| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 98 === The computer and associated information products in the enterprise play a very important role in the operation of enterprise. The computer and information product suppliers offer a wide range of consulting services to assist enterprises to buy the most suitable information equipments and for the overall planning and deployment. The decision-making process of enterprise procurement for information products need consider many factors, and purchase behavior also involves number of levels. In order to meet business needs, except exhibits through dealers and catalogue, the enterprise purchasing decision makers receive information from business representatives and technical consultants of product suppliers. Technical consultants provide pre-sales services to help enterprise customers learn more about new products and how to do right procurement, planning, as well as future deployment. By exploring the computer product and information suppliers’ pre-sale services, product perceptual quality and price perception, and to learn about enterprise customers’ brand attitudes and their future purchase intention.
The case company belongs to the computer and information product company. The survey objects are enterprise-class customers. By random sampling of IT departments heads and senior administrators of information systems who are responsible for or involve in information products purchasing decision. This study released 100 questionnaires, then recycling 85 copies. This study draws AMOS linear relationship between the structures of the schema to validate the results of the study are: pre-sale services quality, product perceptual quality and price perception affect brand attitude, brand attitude affects future purchase intention. Pre-sales services quality, product perceptual quality, price perception, brand attitude to purchase intention are there positive relationships.
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