The Relationship between Price Perception and Purchasing Intention of Starbucks Coffee for University Students - Brand Image as the Moderator

• Main Authors: HWANG, YU-HUNG, 黃玉宏
• Other Authors: LEE, WEI-LONG
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/34821476571334609206

碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 100 === Recently, numbers of research were exploring the effects of brand image and price perception on the consumer purchasing intentions such as the relationship between price perception and purchasing intentions of consumers. In addition, some researches focused on the relationship of brand image and consumer purchasing intentions. Prior studies were less focused on the interaction effects of brand image and price perception on the consumer purchasing intentions. Thus, this research will explore the moderating role of brand image between the relationship of price perception and purchase intentions. This research appointed the “STARBUCKS”, an international multiple coffee shop with well-known brand image in Taiwan. The questionnaire were distributed to the college students who had ever bought the coffee drinks from STARBUCKS. The results showed that the price perception has positive relationship with the purchasing intentions, and brand image moderates the relationship between price perception and purchase intentions.