| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系 === 99 === In the past, there were a lot of studies discussing about the factors affecting the purchase intention of people, but they did not clarify the relationship among the variables affecting these constructs. When exploring the factors affecting people’s purchase intention, the study takes perceived fit and extension attitude as the antecedent variables, extension attitude as the mediating variable, commitment as the moderators variables. The study takes Kaohsiung City studying as the research targets. There were 260 official questionnaires distributed. After taking away the invalid questionnaires, there were 233 valid questionnaires returned. After using regression analysis of data to verify the suppositions of different studies, the following conclusions are drawn: (1) extension attitude has mediating effect in the interrelationship among perceived fit and purchase intention; (2) The extension attitude has positive effect on extension purchase intention; (3)The more highly category fit recognized by customer has negative effect on extension attitude; (4) The more highly image fit recognized by customer has negative effect on extension attitude; (5) The effect of category fit on extension attitude is stronger when consumer has high commitment; (6) The effect of image fit on extension attitude is stronger when consumer has high commitment. According the findings of the study, related suggestions for practices are proposed by the study.
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