The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box

The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box

碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === 　　This study is aimed to investigate consumer and potential consumers’ purchase intention to ward TTL Corp.’s Festival Gift Box, whether is correlated with　arketing mix, brand image, word-of-mouth, and demographic and experience variables. 286 responds w...

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Main Authors: Su, Wen-Chun, 蘇雯君
Other Authors: Chang, Jui-Fang
Format: Others
Language:zh-TW
Published: 2016
Online Access:http://ndltd.ncl.edu.tw/handle/75749944390302949593
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spelling ndltd-TW-104KUAS12140112016-12-25T04:11:00Z http://ndltd.ncl.edu.tw/handle/75749944390302949593 The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box 台酒年節禮盒之行銷組合、品牌形象與口碑推薦對消費者購買意願之研究 Su, Wen-Chun 蘇雯君 碩士 國立高雄應用科技大學 國際企業系碩士在職專班 104 　　This study is aimed to investigate consumer and potential consumers’ purchase intention to ward TTL Corp.’s Festival Gift Box, whether is correlated with　arketing mix, brand image, word-of-mouth, and demographic and experience variables. 286 responds were received. Data were analyzed with regression and hierarchical regression analysis. The results revealed the significance of correlation with ｀Product＇,｀Price＇and｀Promotion＇ of marketing mix, however not with ｀Place & Distribution＇. The results found an indirect mediated effect of ｀Promotion＇ on purchase intention through brand image; howere, direct and indirect mediated effect of ｀Product＇ and ｀Price＇. No mediated effect was found with ｀Place & Distribution＇. Analysis showed word-of-mouth functions as a positive moderator of marketing mix and brand image on purchase intention. Chang, Jui-Fang 張瑞芳 2016 學位論文 ; thesis 120 zh-TW
collection NDLTD
language zh-TW
format Others
sources NDLTD
description 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === 　　This study is aimed to investigate consumer and potential consumers’ purchase intention to ward TTL Corp.’s Festival Gift Box, whether is correlated with　arketing mix, brand image, word-of-mouth, and demographic and experience variables. 286 responds were received. Data were analyzed with regression and hierarchical regression analysis. The results revealed the significance of correlation with ｀Product＇,｀Price＇and｀Promotion＇ of marketing mix, however not with ｀Place & Distribution＇. The results found an indirect mediated effect of ｀Promotion＇ on purchase intention through brand image; howere, direct and indirect mediated effect of ｀Product＇ and ｀Price＇. No mediated effect was found with ｀Place & Distribution＇. Analysis showed word-of-mouth functions as a positive moderator of marketing mix and brand image on purchase intention.
author2 Chang, Jui-Fang
author_facet Chang, Jui-Fang
Su, Wen-Chun
蘇雯君
author Su, Wen-Chun
蘇雯君
spellingShingle Su, Wen-Chun
蘇雯君
The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box
author_sort Su, Wen-Chun
title The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box
title_short The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box
title_full The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box
title_fullStr The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box
title_full_unstemmed The Effects of Marketing Mix, Brand Image and Word-of-Mouth on Purchase Intention : A Case Study of TTL Corp.’s Festival Gift Box
title_sort effects of marketing mix, brand image and word-of-mouth on purchase intention : a case study of ttl corp.’s festival gift box
publishDate 2016
url http://ndltd.ncl.edu.tw/handle/75749944390302949593
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