The Study of the Perceived Value, Brand Image, Trust and Purchase Intention: An Example of smartphone

• Main Authors: Yao-TingTsai, 蔡耀庭
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/5y43xa

碩士 === 國立成功大學 === 經營管理碩士學位學程(AMBA) === 101 === The purposes of this study were to explore the relationships among the perceived value, brand image, trust and purchase intention. We used judgment sampling on the customers of Tainan city to obtain the research subjects. Three hundred questionnaires were distributed and 260 questionnaires were returned, but nine questionnaires were incomplete. Therefore, 251 questionnaires were valid and rate was 86.67%. This study applies SPSS 17.0 to analysis research data. The descriptive statistics, reliability analysis, validity analysis, independent-samples t-test, one way analysis of variance（ANOVA）analysis and regression analysis were analyzed. The main results were described as follow: 1.Perceived value had a significantly positive influence on trust. 2.Brand image had a significantly positive influence on trust. 3.Perceived value had a significantly positive influence on purchase intention. 4.Brand image had a significantly positive influence on purchase intention. 5.Trust had a significantly positive influence on purchase intention. 6.The results indicated that trust was as mediator between perceived value and purchase intention. Meanwhile, we also found that trust was as mediator between brand image and purchase intention. 7.There were significant difference among perceived value, brand image, trust and purchase intention on background characteristics.