The Effects of Brand Image and Perceived Value on Purchase Intention: Take Tao Xi Construction as an Example

• Main Authors: Hu, Fu-Wen, 胡富文
• Other Authors: Wang, Tang-Ting
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/f9ay25

碩士 === 遠東科技大學 === 創新設計與創業管理研究所 === 107 === In recent years, the domestic construction industry has flourished. From the ancient times to the present, the architectural development has changed. The various architectural styles have different appearances. The internal equipments are oriented to the concept of automatic control and informationization. It is the first element to attract people's attention. The perfect proportion of the whole building depends on whether the design of the construction company can get the focus of consumers. For the enterprise, the brand image and perceived value have considerable influence on the decision-making of consumers. . This study explores the factors affecting the purchasing intention of the construction industry, and takes Tao Xi Construction as the research object. From the perspective of consumers, the research on the building purchase intention of the construction company can clearly understand the consumer's demand for buildings. Sex. Therefore, this study hopes to understand the relationship between consumers' brand image, perceived value and purchase intention, to understand the basic perception of consumers' purchase of building characteristics, and to let the construction industry understand consumers' needs for the overall building. And can provide reference for future consumers to buy houses and construction industry.