| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 104 === The study investigated the effects of brand image, involvement and percived value on purchase intention. The target customers were from Jian-Jian Rice of Creative Grain-Store in Yuli Township, Hualien County. 450 questionnaires were distributed, among them 416 samples were valid, resulting in a valid response rate of 92%. Dependent descriptive statistical analysis, reliability analysis, factor analysis, t-test, one-way ANOVA, and correlation analysis were used in this research.
The results were as following: 1. Brand image had a positive effect on the involvement, perceived value and purchase intention. 2. Involvement had a positive effect on perceived value and purchase intention. 3. The perceived value had a positive effect on purchase intention. 4. The majority of buyers were mainly young women who possess a bachelor or college degrees and were in business or service industry. Special features in consumers’ behaviors include that most of the customers spent 501-1000 NT dollars a year and the frequency of purchse ranged from twice to four times a year. 5. According to the analysis, the brand image has a strong impact on consumption especially
via involvement and perceived value. The recognition of brand image will enhance purchase intention.
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