| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 105 === Performance apparel provides a specific function enhancing product knowledge being important on making purchase decisions. Yet many consumers get enough. Both brand image and perceived value would be a must on consumption. Consumers need intrinsic cues such as fuctions, designs and extrinsic cues such as brands, prices for product evaluating.
This study is to investigate the impact of product knowledge (intrinsic cue) and brand image (extrinsic cue) on purchase intentions, and whether the perceived value effects on product sales. A survey questionnaire includes research variables self-developed by literature review. A web survey publicized on Google.doc network platform was used for data collectiong. 169 usable questionnaires were collected. Demographic characteristics were analyzed by descriptive statistics. Reliability, Validity and Pearson’s Correlation Analysis were tested. Multiple linear regression models were used to verify research hypotheses and investigate the impact on purchase intentions.
Results of this study indicated that purchase intentions was directly influenced by product knowledge and perceived value. The influence of brand image on purchase intentions is indirectly and it is mediated by perceived value.
Suggestions: (1) providing correct product information for consumers via internet , and (2) developing high quality and differentiated products with multiple functions to create consumers’ values. By intergrating different functions and fashion designs to create the core value and market leadership to earn excess profits.
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