| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 102 === The economic and cultural development has progressed from agricultural society into industrial society. With the changes of environmental trend and family structure, the consumption patterns of the whole society generate different power of consumption.
The main range of activities for junior high school students is in the campus. Like a small society, a little bit change of students’ talk or favorite is likely to become a new fashion and, as a result, drive a new market trend. Therefore, to grasp the consumption trait of junior high school students, business opportunities will be effectively created.
In this study, questionnaires were used to explore the influence of vanity trait, perceived value, and brand awareness on purchase intention. A total of 380 questionnaires were issued and 350 valid questionnaires were obtained. Descriptive statistics, t-test, one-way ANOVA, correlation analysis and regression analysis were used to analyze those data gathered. The findings are as follows：
（1）Vanity trait has significant positive influence on purchase intention.
（2）Perceived value has significant positive influence on purchase intention.
（3）Brand awareness has significant positive influence on purchase intention.
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