The Effect of Product Reliability and Qualia on Brand Evaluation and Purchase Intention

• Main Authors: TSAI,CHIA-HUNG, 蔡佳宏
• Other Authors: HUANG,KAI-I
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/55636519465317518703

碩士 === 東海大學 === 企業管理學系碩士班 === 103 === In the era of rapid change of environment, people continued changing, updating and improving the feeling and views on things. The general design services, goods, construction and feelings are increasingly difficult to meet the needs of modern due to social, industrial patterns, values and other factors. So we should look farther, follow up the pace of the new global thinking and even beyond them, do not be eliminated in the world. Therefore, how to enhance the added value of consumer goods, increase which part of the qualia elements effect will be more intense, and create a win-win for businesses and consumers is a very important issue. This study focuses on the proper noun is qualia. It is a multi-level concept, that is, the concepts of consumer have touched on goods or services, and also have a unique and exciting phenomenon. After successfully raise consumer sensibility value of commodities, it will indirectly affect consumers' willingness to buy and the brand evaluation of business; bring corporate income and competitive advantage. To explore the impact of commodity credibility and qualia on brand evaluation and purchase intention, using quantitative research methods of questionnaires to find consumers’ views on the cultural and creative products, etc., and collating information. Two hundred copies of the questionnaire were issued. Recovery rate is 96%. The average age of this study is about thirty years old. Gender distribution is in the relatively higher proportion of women than men, and mainly in the financial sector. Among them, it is the relatively higher proportion of marketing operations and administration. Finally, Commerce and Management Department has accounted the largest part in the college of this study. The subjects’ sex, age, merchandise credibility and qualia have significantly effect on brand evaluation and purchase intention by the result of Hierarchical regression analysis. Credibility and qualia elements have positive effect on brand evaluation and purchase intention. It means cultural and creative products’ credibility and qualia have positive effect on brand evaluation and purchase intention to subjects. Among them, refinement has the highest effect on brand evaluation; and personal style has the highest effect on purchase intention. Finally, through the results indicate that the qualia generated by each consumer in mind will affect their purchase intention and behavior. Thus, in addition to providing excellent quality, firms should focus on refinement of goods or services in in the part of brand evaluation; and should add personal style in the part of purchase intention as reference.