Using Theory of Planned Behavior to Explore the Brand Image, Perceived value, Purchase Intention, and Behavior: Using Imported luxury cars as Examples

• Main Authors: LI, TING-HSUAN, 李庭萱
• Other Authors: HUANG, HAO-CHEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2p662v

碩士 === 國立高雄科技大學 === 財富與稅務管理系 === 107 === This study explores consumers' intention and behavior of purchasing imported luxurious cars. Based on the Theory of Planned Behavior (TPB) proposed by Ajzen (1985), this study examines whether the intention and behavior of purchasing imported luxurious cars are affected by variables like consumers’ attitude towards these products, subjective norms, perceived behavior control, perceived value, and brand image. This study takes consumers as the subject, collecting 130 valid questionnaires out of a total of 155 that were sent out. This study adopts regression analysis to verify the hypothesis, showing results that the main influencing factors for consumer intention of purchasing imported luxurious cars include attitude towards imported luxurious cars, subjective norms, perceived behavior control, perceived value, and brand image. When consumer attitude towards imported luxurious cars is positive, the subjective norms are well observed, and the perceived behavior control is strong, the consumer intention toward purchasing imported luxurious cars will be stronger. The stronger the intention is for purchasing imported luxurious cars, the more likely such intention is converted into behavior.