| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 102 === With the increasing trend of quick change in global industries and fierce competition, the product innovation has become more and more essential. The effective product innovation can create product differentiation and good brand image, build up personal preference and brand loyalty indirectly, and even help the corporations to gain market share.
The aim of this study is to understand the impact of the product innovation and brand image on consumer behavior (purchase intention, loyalty and word-of-mouth) and deeply discuss whether the relationship between the degree of involvement and product innovation and brand image has a positive interference effect. This study distributed the questionnaires on-site to collect data and conducted a descriptive statistical analysis through SPSS statistics.
The findings of this research indicated that the brand image will be reinforced through product innovation activities to deepen the consumers’ understanding on product experience and further influence the consumer behavior. Moreover, the relationship between the degree of involvement and product innovation and brand image has a positive interference effect. Practically, the product innovation has been regarded as an effective marketing strategy to interact with consumers. Therefore, how to spend money wisely to gain the advantages that are different from other marketing activities is considered more significant for the corporations. The research results will help the corporations to get a more comprehensive understanding of the focuses on the product innovation behavior to accurately evaluate the relationship between the product innovation and consumer behavior.
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