The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands

博士 === 國立臺北科技大學 === 技術及職業教育研究所 === 102 === Although previous research has branded that consumers attraction on a variety of cues in order to attribute authenticity to identify effects, no consensus scales exist to measure the construct of brand authenticity. This research, based on the concept of br...

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Main Authors: Lin-Chen Chang, 張琳禎
Other Authors: 林俊彥
Format: Others
Language:zh-TW
Published: 2014
Online Access:http://ndltd.ncl.edu.tw/handle/3845yc
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spelling ndltd-TW-102TIT056770222019-05-15T21:42:32Z http://ndltd.ncl.edu.tw/handle/3845yc The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands 品牌真實性與購買意願關係之研究-以智慧型手機品牌為例 Lin-Chen Chang 張琳禎 博士 國立臺北科技大學 技術及職業教育研究所 102 Although previous research has branded that consumers attraction on a variety of cues in order to attribute authenticity to identify effects, no consensus scales exist to measure the construct of brand authenticity. This research, based on the concept of brand authenticity perceive, considers the impacts relationship of brand trust, brand attitude and purchase intention between smartphone brands and their customers to construct a model. This study utilized samples along with an on line questionnaire, which were filled out by consumers while browsing the site in Ptt Web (in Taiwan). The study population was the college students in Taiwan, which 375 effective questionnaires were collected. The descriptive statistics, exploratory factor analysis, stepwise multiple regression analysis, and path analysis were used for data analysis. The Result of this study include: (1) four interrelated factors labeled including unique, candid, value consistency, and quality commitment that correspond with a higher order brand authenticity construct; (2) the brand authenticity perceive has direct impacted on the brand trust and the brand attitude; (3) the brand trust and the brand attitude were partial mediating impacted on brand authenticity perceive considers the impacts relationship of purchase intention. Moreover, it provides a scale by which business practices can evaluate the success of considered decisions designed to provide an authentic brand offering to consumers and create long-term competitive advantage 林俊彥 2014 學位論文 ; thesis 149 zh-TW
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language zh-TW
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description 博士 === 國立臺北科技大學 === 技術及職業教育研究所 === 102 === Although previous research has branded that consumers attraction on a variety of cues in order to attribute authenticity to identify effects, no consensus scales exist to measure the construct of brand authenticity. This research, based on the concept of brand authenticity perceive, considers the impacts relationship of brand trust, brand attitude and purchase intention between smartphone brands and their customers to construct a model. This study utilized samples along with an on line questionnaire, which were filled out by consumers while browsing the site in Ptt Web (in Taiwan). The study population was the college students in Taiwan, which 375 effective questionnaires were collected. The descriptive statistics, exploratory factor analysis, stepwise multiple regression analysis, and path analysis were used for data analysis. The Result of this study include: (1) four interrelated factors labeled including unique, candid, value consistency, and quality commitment that correspond with a higher order brand authenticity construct; (2) the brand authenticity perceive has direct impacted on the brand trust and the brand attitude; (3) the brand trust and the brand attitude were partial mediating impacted on brand authenticity perceive considers the impacts relationship of purchase intention. Moreover, it provides a scale by which business practices can evaluate the success of considered decisions designed to provide an authentic brand offering to consumers and create long-term competitive advantage
author2 林俊彥
author_facet 林俊彥
Lin-Chen Chang
張琳禎
author Lin-Chen Chang
張琳禎
spellingShingle Lin-Chen Chang
張琳禎
The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands
author_sort Lin-Chen Chang
title The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands
title_short The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands
title_full The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands
title_fullStr The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands
title_full_unstemmed The Effects of Brand Authenticity on Purchase Intention: A Case of Smartphone Brands
title_sort effects of brand authenticity on purchase intention: a case of smartphone brands
publishDate 2014
url http://ndltd.ncl.edu.tw/handle/3845yc
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