| Summary: | 碩士 === 真理大學 === 企業管理學系碩士班 === 101 === Low economic growth and inflation could lead consumers to buy stock goods with relatively lower selling price. In Taiwan, there are three types of stock retailers such as the outlet malls/centers, clearance sales and internet stores that have developed so fast within the market of stock luxury brand bags in recent years. Hence, the purpose of this study is to verify the effect of brand image, perceived value on purchase intention to buy luxury brand bags among the three types of stock retailers. Further, this study investigates whether trust influences the relationship between brand image and purchase intention, and the relationship between perceived value and purchase intention.
From the comparison among the three types of retailers, outlet malls/centers have the best brand image, perceived value, trust, and the highest purchase intention. Clearance sales have better perceived value and purchase intention than internet stores. For brand image and trust, there is no statistically significant difference between clearance sales and internet stores. In addition, better brand image and higher perceived value will result in higher purchase intention of consumers. For outlet malls/centers and clearance sales, increases of trust will reduce the positive influences of brand image and perceived value on purchase intention respectively. Finally, based on the research results, some managerial implications and suggestions for further research are proposed.
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