| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 101 === The highly growth in economic Taiwan brings the trend that people are more and more put emphasis in the quality of living and safety, and then there are many property management company raised. In this study, the consumer behavior model was adopted to explore how Brand Image influences the consumers to make their purchase decision. Besides, this study through the demographic variables with the use of motivation, the attributes of property management and the attributes of brand image, in order to achieve a more accurate understanding of perceived value.
In this study, 393 valid samples were collected, using ANOVA, t test and regression analysis for examination. The result showed that it’s significant between different demographic variables in sex, old, income and living square meter, behavior intention and the influence of brand image. The “functional brand image ” and the “symbolical brand image ” have positive effects on assignment making. The “functional brand image ” , “symbolical brand image ” and “experiential brand image” have positive effect on management fees and times of purchasing.
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