| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系碩士專班 === 105 === Under the rapid development of global trade, today we live in a worldwide village where commodities circulate freely among different parts of the world, creating a competitive market for home goods made in Taiwan and abroad. The consumers rely on the brand, price, and origin to judge the quality and value of the product. Taiwanese importers, in order to secure a place in the market, introduce foreign high-profile products into the local market as their private brand, and therefore provide long-term quality control and constantly improve customer services. However, do such acts gain the consumers’ acceptance and encourage their desire to purchase?
The purpose of this research is to investigate how brand identification affects the consumers’ decision when purchasing home goods, utilizing positive analysis to study consumers’ purchase intention. The research was conducted via structured questionnaires through convenience sampling, based on 250 questionnaires, of which 225 were valid. The obtained data was processed using statistical approaches such as descriptive statistics analysis, one-way analysis of variance (ANOVA), t-test, correlation analysis, simple linear regression analysis, raising five research hypotheses to verify.
The results of the research show:
1. There is a positive correlation between distributor brand recognition and consumer identity and purchase intention.
2. There is a positive correlation between consumer identity and purchase intention.
3. Consumer identity plays a mediator role between distributor brand and purchase intention.
4. Demographic variables show significant differences in each research variable, indicating consumer market segmentation based on age and monthly income.
5. Based on the above result, home goods companies are encouraged to create and manage private brand and private label recognition for consumers, build customer acceptance, increase purchase intention and improve business performance.
Keywords: private brand, brand awareness, customer acceptance, purchase intention
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