The Influence of Brand Image,Sales Promotion and Product Knowledge on Purchase Intention-A Case Study of M Company

• Main Authors: Tsai,Wan-Hua, 蔡宛樺
• Other Authors: Chen,Yueh-Er
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/76061689047616604559

碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === The main purpose of this research is to investigate the relationships among brand image, sales promotions, product knowledge and purchase intention. Then investigated the mediate effect of sales promotion towards the understanding of brand image to purchase intention. Finally, the research investigated product knowledge as a moderator, and examined its interactive effect with sales promotions to purchase intention. The investigation was done by using questionnaire survey. The sampling principle was first operated by the stratified sampling way, which the sample were selected members from 3 branches of M company in Taichung city. Afterwards, members from these sample companies were selected by the interval sampling way.Total survey samples issued by the author were 250 copies, 182 copies of them were valid retrievals. The probability of effective retrieval is 72.8% respectively. The data were analyzed by independent samples one-way ANOVA, Pearson’s product-moment correlation, and regression analysis. From the survey, some conclusions are summarized as follows: (1) There are significant positive relationships among brand image, sales promotions, product nowledge and purchase intention. (2) The brand image has significant positive effect on sales promotion and purchase intention, too. And the sales promotion has significant positive effect on purchase intention. (3) The mediate effect of sales promotion towards the understanding of brand image has significant positive effect on purchase intention. (4) The product knowledge has significant positive moderation effect in the relationship between sales promotions and purchase intention. Besides, the research also found: The consumer's age and occupation has positive influence on purchase intention.The consumer's monthly income also has positive influence on brand image. And then, based on the findings of this research, suggestions were provided for the practice and future research in this area.