The Research of Brand Image and Word of Mouthon Purchase Intention

• Main Authors: CHEN, CHI-WEI, 陳志維
• Other Authors: YANG, HO-PING
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/03939348737425974463

碩士 === 中國文化大學 === 國際企業管理學系 === 101 === When there is a new smart phone release, It always allows consumers to buy it as soon as possible. To analyze the success factors. One is it's simple-design and a variety of App software selection, the product's brand image and reputation caused by the network effect, whether it also subtly influence the consumer's willingness to buy it? In this study, in order to conduct in-depth study smart phones, hoping to establish corporate image of the product to make benefit analysis and recommendations, and further create a network reputation, prompting consumers are willing to buy our products. In this study, smartphone users for the survey to paper and internet questionnaires, 300 questionnaires distributed via multiple regression analysis, empirical research, observation found online WOM would play an intermediary variables affect the brand image on purchase intention.