| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 107 === The main purpose of this study is to explore whether consumer personality traits, lifestyle, brand image and brand awareness affect consumers’ purchasing decisions, and thus the impact on brand loyalty. This study used a questionnaire survey to explore the purchase behavior of female consumer in boutique packages, with an effective sample size of 251.
The research results show that brand image, brand awareness and consumer decision-making style have a significant positive impact on brand loyalty. Functionality is only positive for brand cognition, price cognition, impulsiveness and popular cognition. Significant influence, the rest is not significant; symbolic only has a positive and significant impact on leisure and decision- making problems, the rest is not significant; empiricism only has a positive and significant impact on leisure and decision-making problems, the rest is not significant. Consumer decision- making patterns have a positive and significant impact on brand loyalty. Consumer decision- making types include brand cognition, quality cognition, leisure and entertainment, value cognition, impulse letter, loyal habits, decision-making problems and popularity. Cognitive, in which quality cognition, value cognition and impulsiveness have son significant influence on brand loyalty, the rest have a significant impact on brand loyalty. Brand image has a positive impact on brand loyalty, but only functionality has a significant impact on brand loyalty, andsymbolic and empirical support is not supported.
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