| Summary: | 碩士 === 南臺科技大學 === 應用英語系 === 106 === Consumer behavior plays an important role in understanding customers’ motivations and loyalty of brand. Therefore, this paper intends to discuss what kind of factors affect customers to buy products or not. This paper aims to discuss whether brand image and peer pressure can influence consumer behavior, making them change their decision. Participants are picked inside the campus and they are asked to have a questionnaire.
This paper aims to analyze the students’ consumer behavior about brand image and peer pressure in Starbucks. More specifically, this study was intended to address the following three purposes:
1. To analyze whether brand image will affect students’ consumer behavior, making a person who don’t drink coffee to try to buy coffee products.
2. To analyze whether peer pressure will affect students’ consumer behavior, making a person who don’t drink coffee to try to buy coffee products.
3. To analyze whether brand image and peer pressure are significantly positive correlation.
This research focuses on Tainan city, taking the students from Southern Taiwan University as participants. Send 273 questionnaires, deducted 13 invalid questionnaires, there are 260 valid questionnaires in total. Use SPSS to analyze data, including descriptive statistics, reliability analysis, factor analysis, correlation analysis and independent sample t test.
The consequences are below:
1. Brand image will not affect a person who don’t drink coffee to try to buy coffee products.
2. Peer pressure will not affect a person who don’t drink coffee to try to buy coffee products.
3. Brand image and peer pressure are significantly positive correlation.
4. In this research, there is no significant correlation in brand image and peer pressure between male consumers and female ones.
5. Brand awareness and reference group are significantly positive correlation.
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