A Study on the Relationships among Brand Image, Promotions, Perceived Value and Purchase Intention--Cosmetics Product as an Example

• Main Authors: Ji-Ying Sie, 謝紀縈
• Other Authors: Li-Chuan Chu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/maw2ax

碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 104 === 　　Brands and prices are important external sources used by consumers to judge product quality. This paper develops and tests a conceptual model of the effects of consumers’ evaluations (brand image and perceived value) on purchase intentions. In this study, reliability and validity tests, factor analysis, and regression analysis were applied to test the research hypotheses. The mediating effect of perceived value on the proposed relationship of brand image and purchase intention was also explored. Results show that perceived value and brand image of positively influenced purchased intentions. Brand image exerted significant influenc on perceived value. Perceived value partly mediated the relationship of brand image and purchase intention.