A Study on the Relationships among Corporate Identity System in International Business’ Consumer’s Perception Value and Purchase Desire:A Case of McDonald’s

• Main Authors: Hu, Ai-Mei, 胡愛美
• Other Authors: Chuang, Ming-Kuo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/jphtzr

碩士 === 大葉大學 === 管理學院碩士在職專班 === 99 === A Study on the Relationships among Corporate Identity System in International Business’ Consumer’s Perception Value and Purchase Desire:A Case of McDonald’s Student: Hu, Ai-Mei Advisor: Prof. Chuang, Ming-Kuo D a - Y e h U n i v e r s i t y ABSTRACT This study intended to examine the relationships among Corporate IdentitySystem in international business, consumers’ perception value and purchase desire. In order to understand the influence of Corporate Identity System on consumers’ perceived value and purchase desire. One survey instrument was conducted to collect data from consumers who have been to McDonald’s and purchased their products. There were 450 valid questionnaires among 512 retrieved. The tools used for data analysis are descriptive statistics analysis, reliability analysis, exploratory factor analysis, compare means (Independent Sample T and One-Way ANOVA), Correlation analysis and Regression analysis to analyze the study results and examine the research hypotheses. The findings are as follows: (1)Corporate Identity System in international business significantly relates to purchase desire, (2) Corporate Identity System in international business significantly relates to consumers’ perception value, (3) consumers’ perception value significantly relates to purchase desire, (4) the perception value has the mediated effect on the relation between the Corporate Identity System and the purchase desire. Finally, this study brings up some suggestions to the businessmen. It also offers advice on marketing strategies and the management of McDonald’s. Key Words: international business, Corporate Identity System, perception value, purchase desire