| Summary: | 碩士 === 國立成功大學 === 企業管理學系專班 === 100 === The business model of Taiwan has taken foreign trade as the core all the time.A lot of industrial products are dependent on importing at the present stage. The condition factor of industry market is different from the consumer market, the prosperous of circulation will affect the purchase intention.To seek one composition of purchase intention that can confirm good benefitting, to set up it into a structure, have certain benefitting to the operators of small and medium-sized enterprises.
This research takes industry technical product purchase intention as an example, and confirm in the industrial products through the positive research. There were 217 effective paper questionnaires , and then utilize the factor analysis and the Structural Equation Modeling ( SEM) carry on the positive research to brand value, quality awareness, price perception ,social network, normative evaluation and factor of purchase intention of technical products through the positive research. The major findings of the research are stated as below:
1. A high brand value has positive attitude toward normative evaluation.
2. A high quality awareness has positive attitude toward normative evaluation.
3. There is positive relation between price perception and normative evaluation.
4. There is positive relation between social network and normative evaluation.
5. There is positive relation between normative evaluation and purchase intention.
6. The business cycles has positive attitude toward purchase intention.
The real result of the reserch offers brand value, quality awareness, price perception and social network as reference in purchasing the intention. In the marketing of the non-mainstream brand can emphasize the quality and price of the products, will contribute to accepting degree. The other good way it increase social network, the result of study will contribute to understanding the cooperative customer clicks in the future purchase intention state.
Keywords: Brand Value, Quality Awareness, Social Network, Purchase Intention
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