Explore the Relationship among Brand Image, Product Involvement, Perceived Value and Purchase Intention- A Case Study of G7 Coffee

• Main Authors: Hoang, Hai-Yen, 黃海燕
• Other Authors: Lee, Wei-Chun
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/rrtv92

碩士 === 龍華科技大學 === 企業管理系碩士班 === 107 === This study is aimed at consumers who have purchased G7 coffee, using online questionnaires to conduct surveys, and research topics to explore the relevance of consumers who purchase G7 coffee in terms of perceived value, brand image, product involvement, and purchase intention. Questionnaires were conducted from March 28, 2019 to April 20, 2019, and 306 were actually collected, which were valid questionnaires and analyzed by SPSS statistical software. The statistical analysis used includes: project analysis, validity analysis, reliability analysis, factor analysis, descriptive statistical analysis, correlation analysis and regression analysis. According to the research motivation and research purpose, the results of actual investigation and research analysis are stated: 1. Product involvement has a significant positive impact on brand image and product perception value; dimension product involvement has no significant impact on purchase intention, indicating that a perfect product is involved in the brand image and product perception value has an improved effect.2. Brand image has a significant positive impact on product perception value; Wei brand image has no significant impact on purchase intention, indicating that the higher the brand image, the higher the product perception value.3. Product perceived value is significantly positively correlated with the willingness to purchase, indicating that the implementation of product perception value can significantly increase the willingness to purchase.4. The product involved has a partial mediation effect on the purchase intention through the brand image and product perception value.5. The brand image has an intermediary effect on the purchase intention through the product perception value.