The Study of Relationships among Involvement, Brand Image, Customer Loyalty and Purchase Intention—A Luxury Vehicle case in Taiwan

• Main Authors: LUWEI WU, 吳櫓維
• Other Authors: 施武榮 博士
• Format: Others
• Language: zh-TW
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/83uvz2

碩士 === 南台科技大學 === 高階主管企管碩士班 === 102 === The Study of Relationships among Involvement, Brand Image, Customer Loyalty and Purchase Intention - A Luxury Vehicle case in Taiwan Due to the tariff of imported vehicles is up to 60% in Taiwan, the price of imported vehicle is higher than that in other countries. For example, the BMW M5 Model 2014 costs about 7 million dollars in Taiwan. In comparison to the price in America, it costs only 3.3 million dollars. In this research, the relationships among involvement, brand image, customer loyalty and purchase intention of imported luxury vehicles are studied. The research used purposive sampling technique where 200 questionnaires were sent and returned including five invalid questionnaires and 195 effective questionnaires. The overall response rate is 97.5%. The empirical data were analyzed by factor analysis, reliability analysis, and then using regression analysis to verify the relationship of the impact of the research dimension. The research result shows that: 1. Involvement has a positive effect on brand image, 2. Involvement has a positive effect on customer Loyalty.. 3. Brand Image has a positive effect on Purchase Intention. 4. Customer Loyalty has a positive effect on Purchase Intention. 5. Involvement has a positive effect on Purchase Intention.