A Study on Purchase Intention from Brand Awareness - Using Perceived Price and Perceived Quality as Interference Variables

• Main Authors: TSOU,CHENG-HSI, 鄒正熙
• Other Authors: FANG,WEN-CHANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/2qhrsw

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 104 === Tile adhesive, a specific product of functional dry mortar for building industry in Taiwan roughly estimated with a 3 billion output value every year. However, the quality of this particular product is worth investigating due to an outdated Chinese National Standard for the industry to follow and a stiff market price guidance adopted by the local builders. Most of the local manufacturers are only using fundamental raw materials like Portland cement and cheap fillers without modern polymer additives to formulate their products in order to compete within the miserable pricing range. This paper has collected questionnaires from building industry professionals, using 7 of the major tile adhesive brands on the local market, trying to find out the combined effects among brand awareness、perceived price、perceived quality on customers purchase intention. All data collected and analyzed using Analysis of Variance to have a clear high-low sequence on all variables determined,and using Regression Analysis to decide each variables contribution intensity on the purchase intension. Results indicated that brand awareness does have a positive effect on the purchase intension and the perceived quality also affects purchase intension in a positive way. On the other hand the perceived price gave the most influential factor on the purchase intension with a slight negative effect on the local building industry.