A Study on the Effect of Product Attributes and Corporate Image on Repurchase Intention-A Case Study on the Department Stores in the Central Taiwan

• Main Authors: Jui-Chen Ko, 柯芮蓁
• Other Authors: Chung-Ming Lu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78875533961354315559

碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === This study mainly explored the relationship between the product attributes of de-partment stores and the consumers’ repurchase intention. Secondly it used the corpo-rate image of the department stores as an intermediate variable to further examine the interaction effect of the product attributes and the consumers’ repurchase intention. This study was done by a questionnaire survey. It focused on the consumers who shopped around the business areas of the three major department stores in Metropolitan Taichung district and used convenience sampling as the sampling principle and then based on the simple random sampling to select consumers to fill in the questionnaires. A total of 300 questionnaires were returned of 300 copies, 254 copies of valid ques-tionnaires. The response rate was 100% and the effective response rate was 84.6%. The data were analyzed by independent samples t-test, one-way ANOVA, Pear-son’s product-moment correlation, and regression analysis. The results were as follows: 1.The product attributes of the department stores in Metropolitan Taichung district has a significant positive impact on the consumers’ repurchase intention. 2.The corporate image to the product attributes of the department stores in Metropoli-tan Taichung district does not have a significant intermediate effect on the consum-ers’ repurchase intention.