A Study on the Influences of Brand Image and Relationship Quality on Willingness to Continue Purchasing: Evidence from The Multi-Level Marketing Industry

• Main Authors: Chiung-YingTsai, 蔡瓊英
• Other Authors: Meng-Feng Yen
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/az95b4

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 107 === This study aims to explore the influence relationships among brand image, relationship quality and willingness to continue purchasing. In addition, relationship quality (trust and satisfaction) are used as mediating variables. In this study, we use the members of seven direct selling companies as subjects. Meanwhile, the online questionnaires and purposive sampling were also applied. After questionnaire survey, three hundreds and forty-three questionnaires were returned, three hundreds and twenty-eight questionnaires of them were valid. Finally, the findings of this study were summarized as follows: 1.Functional image not has a significant and positive influence on relationship quality (trust and satisfaction). 2.Symbolic and experiential image both have significant and positive influence on relationship quality (trust and satisfaction). 3.Functional image not has a significant and positive influence on willingness to continue purchasing. 4.Symbolic and experiential image both have significant and positive influence on willingness to continue purchasing. 5.Trust and satisfaction both have significant and positive influence on willingness to continue purchasing. 6.Trust and satisfaction have full mediating effect between symbolic image and continue purchasing, respectively. 7.Trust and satisfaction have partially mediating effect between experiential image and continue purchasing, respectively.