| Summary: | 碩士 === 國立屏東大學 === 國際貿易學系碩士班 === 102 === With the common practice of mobile phone photography, the function of photography is not only original creating and recording, but also social activity. Contracting with photography is easier and easier, and the functions of Digital Single-Lens Reflex camera (DSLR) change with each passing day to cater to the requirements of consumers. The competition between the brands becomes more competitive, and if the brand and its product have successfully created the images or not is one of the key points for the consumer’s purchasing.
In this study, the net users are taken as the objects, using questionnaires by internet. We calculate the data to explore the effect of user identity, brand image and product image to purchasing preference.
We can find that brand image and product image have positive effects to purchasing preference in this study.
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