| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所 === 103 === This study investigates whether brand awareness and perceived quality generate different brand attitudes for consumers, and whether such difference affects their purchasing intention. Experimental research was employed using an everyday commodity as test products, in order to measure how test subjects respond, based on brand awareness and perceived quality in different scenarios. Four experiment groups were designed to examine the subjects’ purchasing intentions after the experiment. Questionnaires on brand awareness, perceived quality, brand attitude and purchasing intention were distributed to undergraduate students at National Formosa University in Taiwan. A total of 200 valid questionnaires were received. Analysis included sample descriptive statistics, reliability analysis, LISREL model, one-way ANOVA and Bonferroni test.
Results show that: 1.Consumers’ brand awareness has a positive influence on perceived quality; 2.Customers’ perceived quality of manufacturer brands increases when informed of the brand name is unsupported; 3.Customers’ perceived quality of private labels decreases when informed of the brand name is unsupported; 4.Perceived quality has a positive influence on consumers’ brand attitude; 5.Consumers generate more a favorable brand attitude towards manufacturer brands after experiential quality is unsupported; 6.Consumers generate a more unfavorable brand attitude towards private labels after experiential quality is unsupported; 7.Brand awareness has no positive influence on purchasing intention; 8.Consumers demonstrate stronger purchasing intention for manufacturer brands than for private labels is supported; 9.Perceived quality has no positive influence on purchasing intention; 10.Consumer’s brand attitude has a positive influence on purchasing intention. Finally, this study based on the above findings, the specific theoretical and practical implication.
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