The Effect of Corporate Reputation, Organizational Identification and Purchasing Intention on the People Who Participator in ASICS RUN

• Main Authors: Meng-Shu Wu, 吳孟書
• Other Authors: Mei-Yan Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/68584149668768814324

碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 99 === The effect of Corporate Reputation、Organizational Identification and Purchasing Intention on the people who Participator in ASICS RUN Abstract The purposes of this study were to develop an understanding of the effect of Corporate Reputation, Organizational Identification and Purchasing Intention on the attendants who participate in ASICS RUN. Questionnaire investigation method was chosen as the survey method for this study. An object of study is the participants taking part in ASICS RUN. These data were then analyzed by using ANOVA and multiple linear regression of 227 respondents joining this event. The findings of this study are as bellow: First: It wasn’t found that significant differences between Corporate Reputation and Purchasing Intention relative to different education background and monthly income; It wasn’t found that significant differences on Organizational Identification relative to different gender and occupation. Second: The data shows that Corporate Reputation and Organizational Identification are significantly related to Purchasing Intention. Third: It was found that Corporate Reputation and Organizational Identification have good explanation on purchasing intention. Response to the above findings, the findings suggest that Companies can take place or sponsor more sports activities for increasing Corporate Reputation and enhancing Organizational Identification on customers then promoting Purchasing Intention on enterprise product. Key words: corporate reputation, organizational identification, purchasing intention