The Determinants of Affecting Purchase Intention– An Example of MOS BURGER

• Main Authors: Ching-Wen Liao, 廖靖玟
• Other Authors: Chin-Hung Liu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/g24y4t

碩士 === 國立勤益科技大學 === 企業管理系 === 103 === Nowadays, service industry plays an important role in Taiwan. The service industry accounts for approximately seventy percent of Taiwan's overall GDP. A variety of catering industry is also booming in Taiwan. The competition among catering industry is so fierce, especially in fast food industry. It is extremely important for the dealer to attract consumer in the highly competitive market. Furthermore, there are some factors such as brand reputation, consumer brand identification, consumer perceived quality and perceived value for the product or service, and corporate image that will affect consumer purchase intention. Therefore, this study takes MOS BURGER as an example, and explores the effects among brand reputation, brand identification, perceived quality, perceived value, corporate image and purchase intention. This study aims to discuss the correlation among brand reputation, brand identification, perceived quality, perceived value, corporate image and purchase intention in MOS BURGER. A questionnaire survey was conducted on the consumer of the MOS BURGER in north, central, south and east of Taiwan and offshore island. The data were analyzed by statistical methods. The result of this study indicates that: (1)brand reputation has a significant positive and direct influence on brand identification and perceived quality; brand identification, perceived quality and perceived value has a significant positive and direct influence on purchase intention; and perceived quality has a significantly positive and direct influence on perceived value, and it influences purchase intention indirectly through perceived value. (2) the demographic variables of the MOS BURGER consumer have no significantly different perception on the brand reputation, brand identification, perceived quality, perceived value, corporate image and purchase intention.