The Influence of Brand Image, Sales Promotion and Perceived Value on Consumers’ Purchase Intention - A Case of Small North Department in Tainan City

• Main Authors: Liu Li Man, 劉麗滿
• Other Authors: Lai Ming Cai
• Format: Others
• Language: zh-TW
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/daw2vp

碩士 === 南臺科技大學 === 高階主管企管碩士班 === 103 === The main purpose of this study was to examine the relationships among brand image, sales promotion, perceived value and consumers’ purchase intention for small north department. The convenience sampling was used in this study. 340 questionnaires were distributed, 335 questionnaires were returned, questionnaire rate was 98.53% and the effective response rate was 84.12%. On the other hand, the SPSS 15.0 statistical software was applied in this study. Meanwhile, the statistics analysis method includes descriptive statistics, factor analysis, reliability & validity analysis and regression analysis to test our hypotheses. The findings of this study were summarily concluded as follows: 1. The brand image had a positive significant influence on perceived value. 2. The brand image had a positive significant influence on consumers’ purchase intention. 3. The sales promotion had a positive significant influence on perceived value. 4. The sales promotion had a positive significant influence on consumers’ purchase intention. 5. The perceived value had a positive significant influence on consumers’ purchase intention. Keywords：Brand Image, Sales Promotion, Perceived Value, Purchase Intention