| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 104 === Whether personal travel, Camping or bringing their whole family all go traveling, to the meal time is a very difficult problem, because the decision what to eat will spend a lot of time to consider many factors, such as waiting time, the distance, especially from the ride time is already approaching the moment the price, taste, convenience and so on, but also to eat what headache, do not want to eat something unknown origin, I do not want to eat things that taste bad and expensive selectivity is not much.
The present thesis aims to study the minds of most consumers to buy ekiben felt brand image, perceived quality and perceived value and other factors, will affect the purchase intention, scope of the study is the Taipei area ekiben consumer groups as the main target, in a sample survey questionnaire, and based on the analysis results, make recommendations, and then provided to the industry as a reference to develop the marketing strategy.
By the results of this thesis that, ekiben consumer brand perception, the better, the better the brand identity, opposing its perceived quality and perceived value relative increase will be felt, therefore, brand better image perception, purchase intention also improved. Similarly we can see that consumers ekiben felt better the perceived quality, perceived value relative will feel better, and the better the perceived quality, it means willingness to buy also better. Perceived value consumers ekiben felt better, relative willingness to buy also improved
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