| Summary: | 碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 103 === Under the tide of globalization of markets, business activity has crossed the barriers of space, no longer blocking the national and cultural boundaries, while a profound influence on our lives and change our values. The brand in the minds of consumers occupy a certain degree of influence, companies can use their own good brand image to convey information to consumers about the product, the establishment of long-term preference and loyalty in the minds of consumers. Today is a flow of information more and more developed society, most people buy products which one will care product brands, which brand is the country from which output, and many companies are also marketing through the Internet to turn consumers brand image, plus added time when celebrity endorsements, there will be more intense in the minds of consumers willingness to buy produce. In this study, investigation brand, celebrity endorsements for Internet shoppers to buy correlation between the degree of willingness. Objective is divided into three parts, namely:
1 brand country of origin investigate the effect on purchase intention
2 explores the influence spokesperson effect on purchase intention
3 to explore the differences in personal characteristics of the above variables.
And this study through literature review to understand the brand Country of Origin, celebrity endorsements and purchase intention to define and establish a questionnaire research; after the establishment of the questionnaire, for online payment; then test the questionnaire reliability and validity, and through regression analysis, After the T test and ANOVA analysis, men purchase intention strong will than women to buy, brand country of origin of significant on online shopping qualifications, followed by post hoc comparisons, qualifications in more than four years by the score brand country of origin than the other years of high, other seniority brands There was no difference countries of origin.
Key words: Brand country of origin, brand image, purchase intention, celebrity endorsements
|
|---|
