The Relationships among Health -Food Involvement ,Brand Image and Purchase Intension - An Example of Ruan Gu Guan Customers in Tainan

• Main Authors: Shin-Yi Huang, 黃馨頤
• Other Authors: Hou Ou-Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/t4h2yp

碩士 === 崑山科技大學 === 企業管理研究所 === 102 === A procedure is this research randomly chooses 100 customers to carry on questionnaire in Minshen and Chongshan shop, respectively. In mean difference analysis, the empirical results show that all the dimension –involvement, brand image and purchase intension have significantly different in 'gender', 'education level', ' occupation ' , ' number of times of patronage shop each month ' and 'massage reason' . There is a significant difference on 'number of times of patronage shop each month'. When the mean of 3-4 times for the guest comes to shop is higher than 1-2 times. Also the symbolic brand image, the degree of involvement and the purchasing intension have remarkable difference on massage reason. And the mean of 'price factor' is higher than 'nearby the hospital'. The empirical results of regression analysis show that the degree of involvement has significantly positive effects on functional brand image, symbolic brand image and experience brand image. All of sub-brand image dimensions which include functional brand image, symbolic brand image and experience brand image have significantly positive effects on purchase intension. At last, the degree of involvement has significantly positive effects on purchase intension.