Dissertations / Theses: 'Purchase intention and brand trust'

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Jung, Yeo Jin. "Facebook Marketing for Fashion Apparel Brands: Effect of Other Consumer Postings and Type of Brand Comment on Brand Trust and Purchase Intention." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc407828/.

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Social networking sites are a major networking tool for consumer interactions as they provide a platform for communication, socialization, and learning activity. Subsequently, social media has become an important marketing tool for advertising companies’ messages. As a result, fashion brands such as H&M and Victoria’s Secret started to show more brand ads on Facebook. Facebook is one of the most powerful social networking sties due to its ability to reach to broad consumer groups through a brand page. However, research regarding this topic is limited as the social networking sites is relatively a new phenomenon. Therefore, the purpose of this research is to examine the effect of the brand’s comments in attenuating (enhancing) negative (positive) influence of other consumer’s postings on brand trust and purchase intention of other consumer’s postings on social media. Findings from this study revealed that there is no moderating effect of brand comments of the relationship between other consumer’s postings and brand trust, while positive other consumer’s postings has a significant effect on consumers’ brand trust. Also, there were no significant differences among other consumer’s postings, brand comments and purchase intention relationships. These findings add to the previous literature explains that brand should interact with consumers frequently in order to induce positive other consumer’s postings to develop brand trust. By using the consumer socialization theory to investigate Facebook marketing, this study provides insights and information on consumer attitudes and behaviors related to Facebook brand page.

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Legrand, Willy. "Brand loyalty : the effect of satisfaction, trust and commitment in relationships on repeat purchase intention in hospitality business-to-business sector." Thesis, Manchester Metropolitan University, 2013. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.593890.

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Ziadkhani, Ghasemi Sandra, and Merili Palmet. "Driving Online Brand Engagement, Trust, and Purchase Intention on Instagram : The Effect of Social Commerce Marketing Stimuli." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-43691.

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Building on the stimulus-organism-response model, this paper aims to fill the considerable research gap by developing a deeper understanding of social commerce as a global emerging phenomenon and investigating the effectiveness of social commerce marketing stimuli and its consequences on consumer behavior on Instagram. The study adopts a mixed-methodology approach, including a web-based survey and a focus group interview, to build a deeper understanding of the phenomenon and account for the social aspects of social commerce. Based on a sample of 317 international consumers, the analysis demonstrates that all dimensions of social commerce marketing stimuli have significant effects on online brand engagement on Instagram; which consequently positively influences brand trust and online purchase intention. Moreover, the focus group interview complements the findings and provides potential explanations for the discovered relationships.

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Umbert, Martínez Diego Alonso. "Brand Equity de los Homecenter y su relación con la intención de compra de pinturas aplicado a hombres del NSE C entre los 36-45 años en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/626204.

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El propósito de esta investigación es encontrar la relación entre el Brand Equity e la intención de compra en los Homecenter con la categoría de pinturas látex, en hombres de 36 a 45 años, del nivel socioeconómico C en Lima Metropolitana. La metodología de investigación fue de carácter mixta ya que se aplicó herramientas cualitativas y cuantitativas. En la investigación la cualitativa se realizó 4 entrevistas a expertos, 3 grupos focales y 4 observaciones presenciales en Homecenter. Por otro lado, para contrastar la información de los expertos, se utilizó la investigación cuantitativa para darle una representatividad a los datos. Se utilizó una muestra de 190 personas escogidas por muestro no probabilístico por cuota, las cuales fueron encuestadas con un cuestionario elaborado de 24 preguntas el cual fue aplicado de manera presencial en papel. Posteriormente, se aplicó un análisis de correlación, cuyos resultados arrogaron que la relación entre el Brand Equity y la intención de compra en los Homecenter fue positiva. Dentro las dimensiones establecidas, se utilizó: calidad percibida, Brand Loyalty y Brand Trust. El resultado más destacable fue con la dimensión “Calidad percibida” que obtuvo la mayor fuerza de relación hacia la intención de compra con una correlación de: 0,423. Por último, cabe destacar que estos resultados son de utilidad para todo el sector de mejoramiento del hogar o pinturas, para demostrar que las estrategias de Brand Equity forman parte de los factores que fomentan las ventas en la categoría y le agregan valor a la empresa.
The purpose of this research is to find the relationship between Brand Equity strategies and the purchase intention for Homecenter. The research was conducted for the category of decorative paints, in men aged 36 to 45 years old, with a socioeconomic level of C at Metropolitan Lima. The research methodology had a mixed nature, qualitative and quantitative tools were applied. The qualitative research had: four interviews with experts, three focus groups to the target and four direct observations at Homecenter. On the other hand, to compare the information of the experts, a quantitative investigation was applied. The sample was conformed of 190 people that were chosen for non-probabilistic sampling by quota method, which were surveyed with a paper questionnaire made of 24 questions which was applied in person. Subsequently, a correlation analysis was applied, that showed up that the relationship between the Brand Equity and the purchase intention in Homecenter were positive. To measure the relationship a three-dimension model was created for the Brand Equity model which included: perceived quality, Brand Loyalty, and Brand Trust. The most notable result was the dimension of “perceived quality” that obtained the greatest relation with the purchase intention with a correlation of: 0.423. Finally, it should be noted that these results are useful for the entire Homecenter or painting sector, to demonstrate that Brand Equity strategies are part of the factors that promote sales in the category and add value to the retailer.
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Aróstegui, Alva Alejandra, and Contreras Fiorella Angélica Esther Soto. "Brand Trust y Brand Image con relación a la intención de compra en el canal online en el sector de dispositivos tecnológicos." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653525.

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El siguiente estudio será realizado con la finalidad de poder dar a comprender la relación que existe entre la imagen de marca y la confianza de marca con respecto a la intención de compra por parte de los consumidores en el canal online. Este estudio se encuentra enfocado en la categoría de dispositivos tecnológicos; como celulares, laptops y televisores. El público objetivo al cual se dirige el trabajo está conformado por hombres y mujeres, pertenecientes a los NSE A y B de 20 a 35 años que residan en Lima Metropolitana. El primer objetivo de este estudio es conocer qué es lo que los jóvenes consumidores de dispositivos tecnológicos tienen en cuenta al momento de hacer una elección de producto. Respecto a este objeto de estudio, la finalidad es entender todo el procedimiento que existe entre la necesidad de adquirir un producto y la intención que tiene el consumidor de adquirirlo. Además, se evidenciará de forma general el proceso de la decisión de compra en el sector de dispositivos tecnológicos. Para poder adquirir toda la información anteriormente mencionada, la herramienta que se utilizará es una encuesta virtual. Estas encuestas serán realizadas a una muestra de 400 personas vía correo electrónico y Facebook. Toda la data obtenida será analizada a través del software estadístico SPSS.
The following study will be carried out in order to be able to understand the relationship that exists between brand image and brand trust and its impact on the purchase intention of consumers in the online channel. This study is focused on the category of technological devices; like cell phones, laptops and televisions. The target audience, which the investigation is directed to, is conformed by men and women, who belong to the socioeconomic level A and B from 20 to 35 years old and reside in Metropolitan Lima. The first objective of this study is to know what elements young consumers of technological devices consider to choose a product. In relation to this object of study, the purpose is to understand the entire procedure that exists between the need to acquire a product and the consumer's intention to acquire it. In addition, the purchase decision process will be evidenced in a general way in the technological devices sector. In order to acquire all the information mentioned above, the tool that will be used is a virtual survey. These surveys will be conducted on a sample of 400 people via email and Facebook. All the information obtained will be analyzed through the SPSS statistical software.
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Gremlin, Therese, and Vlada Rusakova. "What do consumers really think about advertising chasing them online? : A quantitative study about consumers’ perception of behavioural marketing." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74811.

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Behavioral marketing is something that has received lots of attention due to growing awareness around artificial intelligence (AI) and companies using this technology for marketing purposes. However, the data collection practices have been receiving lots of critique for a while now and therefore it is more important than ever to gain an insight of how the consumers perceive behavioral online marketing. From this standpoint two research questions have been developed: How do consumers’ attitudes towards behavioral marketing, affect their purchase intention? and How does exposure to behavioral marketing affects purchase intention? In order to answer these research questions, the experimental vignette methodology was used to study digital natives, namely individuals between 18 and 30 years old. The experiment provided the basis for the study combined with the questionnaire the participants were asked to complete after the experiment. The experiment process consisted of two purchase scenarios that had to be performed online: a purchase of a low degree behavioral marketing product (city bike) and a purchase of a high degree marketing product (sneakers). One of the most important findings of this research regarding consumers’ attitude’s impact on purchase intention was the fact that trust has a bigger impact on the high involvement products compared to the low involvement product. When it came to exposure to behavioral marketing, the test objects that were exposed to behavioral ads had a higher likelihood to purchase a sponsored item. Therefore, there is a positive relationship between how much behavioral marketing a company use and the likelihood of a user purchasing a sponsored item. One of the most important practical implications that can be derived from this study is that businesses need to prioritize building a strong brand image prior to utilizing behavioral marketing.
Beteendemässig marknadsföring är något som fått större uppmärksamhet i och med betydelsen som artificiell intelligens (AI) har fått samt något som företag använder sig av i marknadsföringssyfte. Däremot har insamling av data länge kritiserats och frågan om hur kunder faktiskt uppfattar annonser online har blivit mer och mer relevant. Utifrån detta resonemang har dessa forskningsfrågor tagits fram: Hur påverkar konsumenternas attityd gentemot beteendemässig marknadsföring deras köpavsikt? samt Hur påverkar exponeringen av beteendemässig marknadsföring gentemot konsumenter deras köpavsikt? För att kunna uppnå detta syfte har experimentell vignettes metodik använts för att studera millenniegenerationen, alltså personer i åldrarna 18-30. Ett experiment gjorde grunden till studien, tillsammans med ett frågeformulär som de var ombedda att göra efter experimentet. Experimentet bestod av två olika köp som deltagarna skulle göra online; en produkt med låg grad av beteendemässig marknadsföring (cykel) och en produkt med hög grad av beteendemässig marknadsföring (skor). Det viktigaste som kunde tas från denna undersökning när attityder undersöktes var att förtroende gentemot ett företag eller varumärke hade en stark påverkan på köpavsikten. Däremot är inverkan för förtroende starkare vid köpa av en produkt med hög grad av beteendemässig marknadsföring jämfört med en produkt med låg grad av beteendemässig marknadsföring. När det gäller exponeringen av beteendemässig marknadsföringen var den största upptäckten att de deltagare som hade blivit utsatta för annonser till en högre grad hade en större chans att köpa en produkt som var annonserad. Alltså, ju mer företag använder sig av beteendemässig marknadsföring som är av relevans för konsumenten, desto mer sannolikt är det att de köper just deras produkt. Den största praktiska implikationen som kunde utläsas var att innan beteendemässig marknadsföring kan bli optimalt för företag måste de prioritera att bygga ett starkt varumärke.

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McKneely, Brittany R. "Effects of Customer's Evaluation about Instagram Attributes towards Purchase Intentions for Small Apparel Retailers: Application of Social Capital Theory." Thesis, University of North Texas, 2019. https://digital.library.unt.edu/ark:/67531/metadc1609083/.

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Small apparel retailers face extreme competition with larger retailers. Large retailers have the upper hand in resources to stay updated with various trends, specifically social media. Social media has lowered the barriers to enter the retail industry. However, once these small retailers enter, half of them fail because they don't attract and retain customers. Small-medium enterprises (SMEs) greatly impact the economy, so it is important to study various facets of their business to increase performance. The purpose of this study is to investigate customer's development of social capital (i.e. affiliation, responsiveness, shared values, norm of reciprocity) in small apparel retailer's Instagram page that ultimately lead to purchase intentions for the retailer. Perceived benefits (i.e. perceived usefulness, perceived enjoyment) are also investigated in relation to purchase intentions. More specifically, social bonding, brand identification and trust are examined as mediating variables between the perceived level of social capital, perceived benefits and purchase intentions. Over a 3-month period, 200 responses were collected from students at a southern university. The findings reveal that younger customers develop a relationship with retailers on Instagram and it transfers to behavioral outcomes towards the retailer. The theoretical contribution of this study draws from the lack of literature for small apparel retailer and social capital built in Instagram, leading to purchase intentions. Managers can implement the findings into their social media marketing strategies to improve business performance. Lastly, this study has methodological limitations that creates opportunity for future studies.

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Benites, Zegarra Pamela. "Autenticidad de marca, valor percibido y confianza en la marca relacionadas con la intención de compra de bebidas no alcohólicas en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/654538.

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El presente trabajo tiene como principal objetivo dar a conocer e investigar la relación que existe entre la autenticidad de marca, confianza en la marca y valor percibido con la intención que tienen los consumidores de comprar bebidas no alcohólicas. Además, se identificará la relevancia, los alcances y las limitaciones que se puedan encontrar dentro del mismo, en el contexto actual peruano. Como parte de la investigación se expondrán las características más relevantes de cada una de las variables en mención que influyen en el consumidor al momento de querer realizar una compra de bebidas no alcohólicas. Asimismo, se mostrarán los cambios y crecimiento que ha venido teniendo esta categoría en el mercado peruano. Para ello, a partir de la información recaudada en las distintas investigaciones encontradas, he podido identificar los papers con mayores semejanzas a mi tema y poder comprender el valor que tienen las variables elegidas en el proceso de decisión de compra.
The main objective of this work is to publicize and investigate the relationship between brand authenticity, brand trust and perceived value with the intention of consumers to buy non-alcoholic beverages. In addition, it will identify the relevance, scope and limitations that can be found within it, in the current Peruvian context. As part of the research, the most relevant characteristics of each of the variables mentioned that influence the consumer when they want to make a purchase of non-alcoholic beverages will be exposed. Likewise, the changes and growth that this category has had in the Peruvian market will be shown. To do this, from the information collected in the different investigations found, I have been able to identify the papers with the most similarities to my topic and be able to understand the value of the variables chosen in the purchase decision process.
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Pittayachawan, Siddhi, and siddhi pittayachawan@rmit edu au. "Fostering consumer trust and purchase intention in B2C e-commerce." RMIT University. Business Information Technology, 2008. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080725.101739.

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Regardless of the popularity of B2C e-commerce, trust is a main barrier impeding success of online shopping. In fact, a lack of trust discourages consumers from making purchases over the Internet. Previous research was set out to address this issue; however, the findings were benefited by academia rather than by e-vendors, and this becomes the gap in this topic. This research was aimed to develop guideline to foster consumer trust and purchase intention to shop online for e-vendors. It was achieved by using mixed methods: quantitative and qualitative studies. In the quantitative study, an online survey was created as an instrument for capturing attitude of consumers related to trust in B2C e-commerce in a global scale. The survey data was then collated and analysed with structural equation modelling (SEM). The findings from the quantitative study were subsequently confirmed with the qualitative study, which was accomplished by conducting focus group analysis. Interpretive analysis was used to analyse the data captured from the focus groups. Also, new findings were identified in this study to further enhance consumer trust. By comparing the findings from both quantitative and qualitative studies, contribution of this research is to enable e-vendors to foster trust in B2C e-commerce based on three aspects: e-vendor's elements, affiliating parties and e-vendor's record. For e-vendor's elements, this research identifies that privacy should be provided to consumers; secure transactions, secure servers and sophisticated authentication systems should be supported; e-commerce websites should be well-designed; consumers' request should be honoured; privacy statements, trusted seals and return policies should be made available on e-commerce websites; online communities should be incorporated; proof of real business should be easily identified; and, e-vendors should establish good communication with their potential customers. For affiliating parties, this research finds that e-vendors should associate with financial intermediaries and trusted third parties to further gain trust from consumers. Finally, for e-vendor's record, this researc h reveals that e-vendors should maintain good relationships with their customers in order to build good business records that potentially encourage more consumers to make purchases with them. In addition, the contribution to the body of knowledge from this research is a new direction of how to address trust issues in B2C e-commerce, which can be further explored in the future.

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Yang, Chia-Chen, and 楊佳蓁. "Green Brand Image, Green Trust And Green Purchase Intention." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/36352386399033378632.

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碩士
中國文化大學
國際企業管理學系
100
This study on the consumer to disseminate the questionnaire to collect quantitative data through SPSS statistical software analysis for household appliances (such as: re-frigerators, air conditioners, washing machines) and other government-approved envi-ronmental protection and energy saving mark products, explore the green brand image , the relationship between green credentials, and green purchase intention and found that, if the company has a positive green brand image will indeed be a positive influence consumers 'green credentials further affect consumers' green purchase intention.

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Yang, Su-Chi, and 楊淑琪. "A Study of Brand Trust and Customer Purchase Intention." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/16099771492809537971.

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碩士
清雲科技大學
經營管理研究所
100
This study explores the relationship between brand trust and the purchase intention as well as the moderating effect of product manufacture origin country image. By convenience sampling consumers from Taoyuan Country, the findings of the study indicate that,(1) brand trust is positively associated with purchase intention; (2) product manufacture origin country moderates the relationship between brand trust and purchase intention; the positive relationship between brand trust and purchase intention is stronger for the products made in Taiwan than those in China; (3) personal characteristics have significantly impact on purchase intention except from sex and age. Finally, based on the findings, this study provides conclusion and suggestions for academic researchers and practitioners.

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Huang, Ming-Hui, and 黃明輝. "The influence of brand image on consumer trust and purchase intention." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4yvxk9.

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碩士
國立勤益科技大學
流通管理系
106
Domestic packaged food retailers are highly competitive, and brand image is often a key factor driving consumer buying behavior. A good brand image will encourage consumers to have a higher willingness to buy and will recommend others to buy or repeat purchases. Because the better the brand image, consumers also believe that the quality of the product is higher. In addition, how to gain the trust of consumers is also related to the sales of products. This study explores the impact of brand image on consumer trust and purchase intention, and takes packaged food as an example. According to the literature, the framework of brand image, consumer trust and purchase intention is adopted. Both of Internet e-questionnaire and paper questionnaire are used to survey. There were 135 valid online questionnaires and 280 paper-based valid questionnaires, total is 415. The effective questionnaire recovery rate is 85.6%. Using the methods of descriptive analysis, reliability and validity analysis, ANOVA and regression analysis conduct research analysis and hypothesis verification. The results show that the brand image will have a significant impact on the consumer's purchase intention. The consumer's trust will have a significant impact on the consumer's purchase intention.

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CHEN, JIA-QI, and 陳嘉琪. "Discussion on the brand identification and brand trust of the impact on purchase intention." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/56842721786216429361.

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碩士
樹德科技大學
經營管理研究所
99
Due to the special work environment, military men have to keep high cautions in the closed camps, and it is not an easy job. However, no error is allowed in the guarding work of national security. Therefore, military men should keep high spirits at any time. Smoking and drinking are not good refreshing products and should be banned in the military. Therefore, this study takes coffee, the product which has well image on refreshing, as main target, expecting to focus on the influence coffee brand identification makes on purchase intention, and research and promote the related study on the interaction between the influences coffee brand trust makes on purchase intention, brand identification, and brand trust. Also, the study is going to offer references of the creating of competitive advantages and the lifting of purchase rate and market share by coffee brand manufacturers. The study takes the enlisted men in Kaohsiung Kangshan Air Base as subjects, intending to investigate the coffee brand identification and purchase intention of the enlisted men. And applying brand trust as intermediary variable to probe if it changes the above correlation. The responded questionnaires are arranged and sorted, and then renamed after capturing the factors in every dimension via factor analysis. The formal questionnaire is prepared by removing and adjusting the inappropriate items in every factor. This study applies SPSS in processing and analyzing. The applied statistical methods are as following: 1. descriptive statistics, 2. factor analysis, 3. reliability analysis, 4. variance analysis, and 5. regression analysis. There are 400 questionnaires distributed, and 262 are valid. All Cronbach α coefficient of every variable is greater than 0.6. Therefore, the questionnaires of this study have consistency and stability. This study suggests the military is very special. It has unique professional attributes. When the soldiers protect the country any time, it also should to take care of the military''s daily needs. The results of this study are soldiers of their own choice coffee brand have high degree of brand recognition, high degree of brand trust, and high degree of purchase intention.

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Tsai, Hsin-Yu, and 蔡忻妤. "Focus on Corporate Social Responsibility, Brand Equity on Purchase Intention - The Mediation Effect of Brand Trust." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/6tdrr2.

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碩士
國立臺北科技大學
商業自動化與管理研究所
99
In the field of marketing, brand by consumers as a natural link all aspects of the product characteristic sign, however, the prevalence of age in the service sector, the source of brand equity to create more diversity, in addition to the previous brand image, loyalty, etc. Corporate social responsibility is also a source of brand equity. When consumers purchase, brand trust will also affect the willingness of consumers to purchase the effect. According to many newspapers and magazines printing of the survey, people in general will be most in need of healthy life as the first note, it shows that as time progresses, the general public for their health and Life even more attention. Vision magazine in 2005 for the first time survey of domestic enterprises to corporate social responsibility concepts and practices, and implementation of the vision business Social Responsibility Award, an annual awards to have a good corporate social responsibility, 7-ELEVEN the list often, so choose to study. This study is against this background and motivation, to explore the implementation of its corporate social responsibility, corporate brand equity, and the effect of impact on brand trust degree of influence on purchase intention. Recovery of 612 valid samples, and empirical analysis LISREL statistical software, the results supported the majority of hypotheses, confirming focus on corporate social responsibility, brand trust, brand equity will increase and thus affect the willingness of customers to buy.

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LAI, YI-RUEI, and 賴怡叡. "The Study of the Food Safety Incidents and Brand Trust on Purchase Intention." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/87fvm4.

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碩士
朝陽科技大學
休閒事業管理系
107
Many domestic and abroad food safety incidents are emerging in an endless stream. Some are caused by the neglect of management, such as food poisoning caused by improper food storage. Others are caused by the industry’s deliberately reducing costs. Until recently, many food safety incidents have occurred due to the latter reason, such as the melamine tainted milk powder incident in 2008, the plasticizer incident in 2011, the adulterated oil incident in 2013, etc. Many events have also seriously affected the reputation and image of downstream food companies, causing people lose consumer confidence in food industry. When food companies meet food safety problems, how to deal with the negative impacts caused by the crisis is an important issue as well. Therefore, this research is designed to study the impact of product brand trust and purchase intention when food safety incidents occur, and whether the crisis management affects the relationship between brand trust and purchase intention. In this research, we employ a 2x2x2 Situational design that studies two types of food safety incidents, two types of brand trust and crisis management to investigate the impact of brand trust and purchase intentions when food safety incidents occur. The crisis management is used as an interference to analyze the relationship between brand trust and purchase intentions. The result reveals that the higher brand trust is negatively affected when a food safety incident occurs, and after that, the higher brand trust will make consumers have much higher purchase intention. After the incident, the way the company adopts to appropriately deal with the crisis can also enhance consumers' purchase intention.

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Chen, Mu-Te, and 陳牧德. "The Impact of Website Quality, Brand Image and Trust on Online Purchase Intention." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/24395959355392073506.

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碩士
國立臺灣大學
資訊管理學研究所
98
With the rapid development of the Internet, more and more investors are trying to get their share of the online shopping market. This makes understanding the factors that affect consumer’s purchase intention even more important for strategizing a successful way to manage a profitable online shopping website. After reviewing addressed theories and researches, our study points out how website quality, brand image and trust affect consumer purchase intention. These three ideas are further integrated into a model to expound their relationship with purchase intention. Due to the dimensions of website quality is still in debate, by comparing many scale for website quality, E-S-QUAL is chosen as a suitable scale for this study. Subjects filled out a questionnaire regarding their experience as an online shopping consumer. The 402 valid samples retrieved underwent Structural Equation Modeling (SEM) analysis. Analysis results showed that website quality had a significant effect on brand image and trust; heightened brand image went on to influence consumer trust and purchase intention; lastly, trust and purchase intention showed a positive correlation. Research results proved the suitability of the model. Managers can use the results as reference for more profitable business strategies.

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李健瑋. "An investigation of relationships among brand awareness, purchase intention, and repurchase intention: The mediating effects of brand trust and perceived quality." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/zhjndr.

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碩士
國立新竹教育大學
體育學系碩士班
104
Abstract Because of the enhancement of casual atmosphere, sports-related industries have mushroomed established. It must be strong to survive in highly competitive sports industry of global market. Due to similar and homogeneity of products are high, brand has become an important basis for the product identification. Brand is unique value system. If this brand could be deeply rooted in consumers, it might also help the company resist the competitors of same price and material. Therefore, in terms of sports industry, brand management has become an important key to success. Besides, a good brand is one of the important indicators of consumers’ behavior as well. In recent years, not only customers require the cheap price, but also need sufficient warranty because of consumers’ awareness is much higher, consumption patterns change and consumers are willing to buy products. The purpose of this study was to investigate the relationships among brand awareness, purchase intention and repurchase intention. This study also examined the mediating roles of perceived quality and brand trust. 350 valid questionnaires were collected. After regression analysis, this study found that: （1） brand awareness affects perceived quality positively; （2） brand awareness affects brand trust positively; （3） perceived quality has a positive impact on brand trust; （4） brand trust positively affects purchase intention; （5） perceived quality affects purchase intention positively; （6） purchase intention affects repurchase intention positively; （7） perceived quality mediates the relationship between brand awareness and purchase intention, （8） brand trust mediates the relationship between brand awareness and purchase intention. The study discusses conclusions, limitation, future studies and follow-up implication of practitioners. Key words: Brand awareness, Brand trust, Perceived quality, Purchase intention, and Repurchase intention

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LIANG, YA-JIUN, and 梁雅君. "A Study of Brand Trust, Sympathy, Empathy, and Purchase Intention by Cause-Related Marketing." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/8ada94.

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碩士
亞洲大學
經營管理學系碩士在職專班
105
Cause-Related Marketing (CRM) is originated in the United States. Many companies have plunged into CRM in Taiwan in recent years. From the examples, The examples show that companies tend to provide customers with affordable masstige cunsumption of small contribution in daily life which simultaneously do charity when they do CRM. The package that companies use with CRM is to let customers feel they serve multiple purposes at the same time. Making the best use of emotion requirement is one of the crucial factors in CRM by reference. One of the motivations of this research is to investigate whether sympathy or empathy leads the consumer to engage in caused-related activities. Therefore, this study is mainly probes into the relation between general customers’ brand trust, sympathy, empathy, and purchase intention under CRM. The questionnaire survey was used in this research, taking general public as subjects. Take SunnyHills for example. The convenience sampling is used in sampling method. From 200 online-survey and 166 paper survey, a total of 360 effective responses were retrieved. The valid recovery rate is 98.36%. Three results were found after processing the data to statistic analysis via descriptive statistics, factor analysis, reliability analysis, validity analysis, and regression analysis. First, brand trust has significant correlation to purchase intention. Second, sympathy is highly correlated to purchase intention. Third, empathy has strong correlated to purchase intention. Finally, this paper gives the overall discussion over the analysis results, and provides suggesions to the future research.

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CHEN, GUAN-AN, and 陳冠安. "Trust and Purchase Intention in Social Commerce: Socialization, Perceived Risk and Brand Reputation Perspective." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/q7raxq.

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碩士
國立中正大學
資訊管理系研究所
106
Social commerce is a new development in e-commerce generated by the use of social media to empower customers to interact on the Internet. The recent advancements in ICTs and the emergence of Web 2.0 technologies along with the popularity of social media and social networking sites have seen the development of new social platforms. These platforms facilitate the use of social commerce. Users can share and generate content on the Internet. In this form, consumers are becoming socialized, and socialization is derived, which enhances trust and purchase intention. Because of the way the Internet is purchased, consumers cannot make face-to-face contact with each other at the time they purchasing. Online trading is risky and will reduced consumer trust (Cases, 2002). When a brand with a high reputation represents a brand with better quality, shape, convenience, or higher symbolism, consumers will prefer the brand they have chosen, and it will also affect the brand image. Consumers will have more trust in the brand and increase their purchase intentions. This research adopted the questionnaire survey, data for this study were collected from 311 who had experience purchasing on the Facebook. Using structural equation modeling to validate the influential relationship among the variables in the research model. The results show that there are effects between variables.

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20

HUANG, SHUN-CHENG, and 黃順誠. "A Study on the Relationships among Brand Image, Perceived Risk, Trust and Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/61796478072131393945.

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碩士
大葉大學
企業管理學系碩士班
103
The smartphone market has been really ultracompetitive in Taiwan. To each of smartphone manufactures, it is worth probing into how to promote a company’s brand image and reduce consumers’ perceived risk so that to boost consumers` trust and effectively increase their purchase intention. This research, based on the related studies, offered an integrated frame work, where the relationships between four constructs, including of brand image, perceived risk, trust and purchase intention, were inspected to determine influential factors on buying smartphones. Empirical evidence was applied to verify the hypotheses proposed in this research. The respoudents were 262 potential smartphone consumers. SPSS 20.0 for windows and AMOS 21.0 were both used for data analysis and verification. The results of this research were revealed as below: 1. Brand image had a significantly positive effect on trust. 2. Brand image had a significantly positive effect purchase intention. 3. Perceived risk had a significantly negative effect on purchase intention. 4. Trust had a significantly positive effect on purchase intention. 5. Perceived risk had a significantly negative effect on trust. Conclusions and suggestions for future researches were made and offered. To smartphone manufactures, specific suggestions are proposed especially in promoting brand image and reducing perceived risk in order to boost consumers’ trust and increase purchase intention.

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Wang, Wei-Cheng, and 王偉成. "What makes Apple customers want to buy Mac：A study of satisfaction, brand preference, brand trust, and purchase intention." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/67479415523360748250.

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碩士
國立交通大學
經營管理研究所
99
Purchase intention is an important attitude in consumer behavior research. Increasing purchase intention in consumers is the main goal for a company. This is the reason why many surveys measure customers' attitude toward a product or brand and their willingness to purchase. This is the question that the seller wants to understand from its customers. The willingness of its client to repurchase its products has a strong and direct impact on the performance of the enterprise. This research studies whether customer satisfaction, brand trust, and brand preference toward a certain brand have significant effects on consumers' intention to purchase other product of the brand. In addition, the relationship between these three variables are examined as well. This study will offer several managerial implications on how to enhance customers purchase intention in practice.

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22

Chen, Ching-hua, and 陳靜華. "The Effects of Brand Image and Trust of Public Travel Agencies on Customers' Purchase Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/60927636920874079897.

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碩士
世新大學
觀光學研究所(含碩專班)
103
In recent years, it has become a new fashion for Taiwan’s large travel agencies to be listed in the Taiwan Stock Exchange Corporation or Taiwan’s OTC market. By providing better services, and enhancing brand building and strategic alliances, travel agencies have sought to attract more customers to their products by going public. It is generally believed in the industry that the greatest benefit of being listed is “better image and stronger recognition from customers over their products”. Since getting listed implies the company is approved by the stock exchanges, it can enhance the company’s brand name, visibility and value in the minds of average consumers. For the company, getting listed will make it easier to gain consumers’ trust and recognition. Consumers value, to a certain degree, the brand images of Taiwan’s travel agencies. At the same time, brand image affect consumer’s willingness to purchase. Therefore, we can say that brand image represents the view of the customers about the agency’s products. It is the amalgamation of perception and experience the consumers have leant from all relevant information. Getting listed is viewed as one of the key indicators in the study when evaluating travel agencies’ images. Furthermore, brand trust implies the consumer is willing to trust the company, believe the brand is trustworthy and consider the company’s products reliable and secure. Finally, brand trust will also affect the consumer’s buying behavior and loyalty. This study uses questionnaires to examine data collected and seeks to understand the interrelations of all the key factors discussed in this paper. The result shows that the consumer has a certain degree of knowledge of listed travel agencies. Such recognition has a positive influence on the companies’ brand image and brand trust. At the same time, brand image and brand trust have a significantly positive influence on the consumer’s willingness to buy products. Finally, based on these findings, my study proposes that getting listed should be considered as a new subject in the operation of the travel industry to showcase the ambition of travel agencies. In particular, in the age of Internet, information is more and more accessible. The operation of travel agencies is faced with many challenges. In the future, being “professional” is no longer limited to the provision of services to customers. It is necessary for travel agencies to demonstrate its ability to the public and hence raise the standing of the tourism industry.

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LIAO, SHU-HSIEN, and 廖書嫺. "The Study of Brand Equity, Network Relationship and Purchase Intention -The Mediation Effect of Trust." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/2yh5e8.

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碩士
國立高雄師範大學
事業經營學系
107
The purpose of this study was to explore the interplay among T Company brand equity, network relationship, consumer trust and purchase intention. This thesis, the consumers of T Company in Taiwan were the main researched group. A total of 642 questionnaires were sent out and 557 valid questionnaires were obtained, with an availability rate of 87%. After the questionnaire was collected, the results were analyzed with the statistical suite software IBM SPSS Statistics 22.0. Data analysis was carried out by statistical methods such as descriptive analysis, reliability analysis, validity analysis, regression analysis, independent sample T test, analysis of variances (ANOVA), and Pearson correlation analysis, and the results were discussed separately. The results of this study are T company brand equity has a postive effect on consumer trust and purchase intention. And, T company network relationship has also a positive influence on consumer trust and purchase intention. In addition, consumer trust is an intermediary role among T Company's brand equity, network relationship and purchase intention. Finally, some specific recommendations from above conclusions are made for future market positioning and marketing strategy of T Company.

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Yang, Chia-Hwua, and 楊家驊. "The Study of Brand Image,Perceived Value,Brand Trust and Purchase Intention-A case study of Y-Company's Customer." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/z8nqb6.

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碩士
國立高雄應用科技大學
高階經營管理研究所碩士在職專班
103
Since the implementation of reform and open policy in Taiwan, international trade became a main economic indicator of measure economic fundamentals or foreign exchange reserves increase. For the past few years, information crosses all borders and item transparency by technologies, every country come into being competitive and cooperative relationships, Taiwan is no exception. The natural instinct of a person is beauty care, skin clean is the first step of skin care, in filled with pollution sources’ Taiwan is especially important. However, in this full of commercial ossibility’s market, the choice of items are numerous and highly homogeneous for customers, how to maintain the long term and close relationship with customers, increase purchase intention and sustainable development are the investigate issues of Y Company. This study is among Y Company’s Custome the purposes of this study were to explore the relationships among the brand image,perceived value,brand trust purchase intention, with perceived value as mediator factor to understand the purchase intention of customers, making vendor can understand the consumer purchase intention and decision making behavior. This study used the Y Company's each department or customers of Y Company to obtain the research subjects, 167 valid questionnaires werereturned. Applying SPSS 21.0 to analysis research data and hypothesis testing. The main results were described as follow: 1. Y Company’s brand image can to increase the purchase intention. 2. Y Company’s perceived value can to increase the purchase intention. 3. Y Company’s brand trust can to increase the purchase intention. 4. Y Company’s brand image indirect influence purchase intention by perceived value. 5. Y Company’s brand trust indirect influence purchase intention by perceived value. Keywords：Brand Image, Perceived Value, Brand Trust,Purchase Intention

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Yao-TingTsai and 蔡耀庭. "The Study of the Perceived Value, Brand Image, Trust and Purchase Intention: An Example of smartphone." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/5y43xa.

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碩士
國立成功大學
經營管理碩士學位學程(AMBA)
101
The purposes of this study were to explore the relationships among the perceived value, brand image, trust and purchase intention. We used judgment sampling on the customers of Tainan city to obtain the research subjects. Three hundred questionnaires were distributed and 260 questionnaires were returned, but nine questionnaires were incomplete. Therefore, 251 questionnaires were valid and rate was 86.67%. This study applies SPSS 17.0 to analysis research data. The descriptive statistics, reliability analysis, validity analysis, independent-samples t-test, one way analysis of variance（ANOVA）analysis and regression analysis were analyzed. The main results were described as follow: 1.Perceived value had a significantly positive influence on trust. 2.Brand image had a significantly positive influence on trust. 3.Perceived value had a significantly positive influence on purchase intention. 4.Brand image had a significantly positive influence on purchase intention. 5.Trust had a significantly positive influence on purchase intention. 6.The results indicated that trust was as mediator between perceived value and purchase intention. Meanwhile, we also found that trust was as mediator between brand image and purchase intention. 7.There were significant difference among perceived value, brand image, trust and purchase intention on background characteristics.

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Liu, Hsin-Yi, and 劉欣怡. "The Relationship between Attitude toward Advertising, Brand Trust and Purchase Intention－An Example of Telecom Industry." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/64v5um.

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碩士
國立高雄第一科技大學
行銷與流通管理研究所
102
Due to the rapid development of mobile advertising, the question is whether there is a decreased attraction of people to traditional media. Therefore, this study took one print ad of telecom industry as an example to explore the relationship between attitude toward advertising, brand images, and brand trust. Furthermore, we examine the effect of brand trust on purchase intention and repurchase intention. The model is tested on 300 university students. The result shows that there are significant relations between attitude toward advertising, brand image and brand trust. In addition, as for the roles of brand trust, it is being as a predictor to purchase intention and repurchase intention. Suggestion are provided to business practitioners.

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27

Cian-HueiLuo and 羅千惠. "The Relationship Between EWOM, Perceived Value, Brand Trust, and Purchase Intention—Taking catering as an Example." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/gjrtst.

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碩士
國立成功大學
企業管理學系
106
According to National Development Council, the rate of Taiwanese, whose ages are older than 12 years old, using the Internet personally is 82.3%. The accessibility of the Internet has changed consumers’ habits. It is demonstrated that up to 81% of Taiwanese would search electronic word-of-mouth before they make purchase decisions, showing the importance of electronic word-of-mouth. However, whether electronic word-of-mouth would change consumers’ perceived value and brand trust, and if perceived value and brand trust would change consumers’ purchase intention remain unknown, especially in the aspect of individual industry. Consequently, the present study aims to research the relationship between electronic word-of-mouth, perceived value, brand trust, and purchase intention in the aspect of catering. The present study employs questionnaire to investigate the topic. The questionnaire is delivered through Facebook, and there are 302 responses collected. These responses are employed to conduct descriptive statistics analysis, factor analysis, reliability test, correlation analysis, and regression analysis to test the hypotheses. The results are as followings. 1.Electronic word-of-mouth would positively affect perceived value. 2.Electronic word-of-mouth would positively affect brand trust. 3.Perceived value would positively affect purchase intention. 4.Brand trust would positively affect purchase intention. Key words: Electronic word-of-mouth, perceived value, brand trust, purchase intention, catering.

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HSU, YI-HSUAN, and 徐翊軒. "Study on The Impact of Consumer-brand Social Community Sharing Value on Trust and Purchase Intention." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/399daz.

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碩士
國立臺北大學
企業管理學系
107
The popularity of the Internet has not only brought a lot of convenience to the public, but has further changed people's spending habits. Due to the rapid changes in the external environment, it is more difficult for enterprises to maintain their competitive advantage. Many companies have begun to set up an online brand community to increase consumers' loyalty to the brand through interact with consumer on the brand community and creating brand value with consumers. Despite the fact that there are many online brand communities, many studies still cannot clearly define the relationship between consumer participation brand community and brand contributions. T the purpose of this study is to explore the four facets of brand value sharing, namely, brand intimacy, brand personal recognition, brand influence, brand belonging and how the trust and customer's purchase intention affects each others. In order to achieve the purpose of our study, the empirical data collection of our study was distributed to the tracking fans of official Instagram brand community to fill in the questionnaire, divided by the SPSS statistical software for statistical narrative statistical analysis, reliability analysis and research hypothesis verification, and using LISREL to evaluate the measurement validity of the questionnaire and the validation of the research hypothesis, and further explore its related impact. According to the research results, the customer-brand community social shiring value have a significant positive impact on trust and purchase intention. The results of the research can be used as a reference for subsequent brand owners or enterprises before the entity formulates marketing strategies, customer relationship management, and virtual channel construction planning.

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29

Demba, Diana Y. "The influence of user-generated content on brand trust and purchase intention: a South African perspective." Thesis, 2016. http://hdl.handle.net/10539/22366.

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MCom (Marketing) in the School of Economic and Business Sciences at the University of the Witwatersrand, Johannesburg
With the increasing development of new technologies, organisations are encouraged to integrate these new technologies into their business model in order to be competitive and respond to consumers’ quick adaptation. Today, consumers drive organisations’ strategies across most industries including electronics. The electronic sector is a fast-paced industry and has been steadily growing in South Africa. Businesses need to consider the consumer voice in order to be successful and take into account that consumers are more influenced by their peers rather than a business advertising campaign. The internet has facilitated the communication between businesses and consumers who are using the internet more and more as a tool to seek information about a product or share information about a brand or a product; thus creating content. Therefore, businesses are no longer the sole content generators online. The aim of this study is to explain the importance of user-generated content in making sales and creating long lasting relationships with consumers. In addition, this study will highlight the factors that will enhance the positive attitude of internet users toward the use of user-generated content (UGC). For the purpose of this study, six variables were identified. Subjective norm, information quality and source credibility are the predictor variables of the study. Attitude towards UGC use, followed by brand trust, are both mediator variables and, finally, purchase intention is the depend variable in this study. The nature of the survey was quantitative research and the survey was administered to 400 individuals. Both self-administered and online surveys were distributed to women and men from 18 years to 55 years and older. Findings reveal that there is a positive relationship between the use of UGC, brand trust and purchase intention. However, it was also found that subjective norms, information quality and sour credibility were affecting the use of UGC for decision making. To improve the relationships amongst the different variables, the study suggests few recommendations that marketers need to apply for the benefit of the brand and the satisfaction of the consumers. Main recommendation is firstly that marketers get to know online audience and learn to engage consumers as well as find an opinion leader or influencers to endorse the brand. This will contribute to improving quality of the information, drive individuals to share information with each other and increase the perceived credibility of the source. Secondly, the firm platforms such as the website and social media pages need to be up to date, regularly assessed, measured and promoted through different tools in order to build brand trust and lead eventually to purchase intention. Overall, this study will assist marketers in understanding the factors leading to brand trust and purchase intention through the influence of UGC and the factors affecting it.
MT2017

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30

YANG, SHEN-HSUAN, and 楊愼軒. "The Moderating Effect of Country of Origin on Brand Trust, Brand Attitude and Purchase Intention in the Smart Phone Industry." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qshr76.

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碩士
國立高雄科技大學
行銷與流通管理系
107
It is common to see the value chain of global firms scattered across different countries. However, while companies can achieve cost reduction benefits by shifting part(s) of the productions process into low-cost countries, they have to consider the impact on consumer’s perception of the brand image. This study is based on Google’s newly launched Pixel smart phone, which is headquartered, designed and manufactured in different countries. It investigates the moderating effect of Country of origin (COO) on the relationship between brand trust, brand attitude, and purchase intention. COO is analyzed in its 3 sub components, namely country of brand (COB), country of design (COD), and country of manufacture (COM). 204 questionnaires were collected through an online questionnaire and hypotheses were validated by descriptive statistical analysis and regression analysis. The study found that COD in COO has interference effects between brand trust and attitude; while COB, COD, and COM all have significant influence on brand attitude toward purchase intention, the strongest is COM, the second is COB, and finally COD. Based on the research results, this study provides suggestions on how Google can market its product while at the same time keeping in mind the impact of COO.

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31

Dias, Ricardo o. Luís Picado do Nascimento. "How the number of followers influences brand attitude: a study on purchase intention, perceived quality, brand trust and net promoter score." Master's thesis, 2018. http://hdl.handle.net/10362/39723.

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Presence of brands online has intensified over the past decade with Instagram being one of the main platforms. Previous research has found that following a brand’s Facebook page updates online enhances brand evaluations. With the help from Portuguese-speaking participants, we extended previous research by simulating the experience of navigating Instagram on a smartphone. The objective was to understand if brands with a large number of followers versus brands with a small number of followers are perceived differently by customers. The findings suggest that purchase intention and brand trust are positively influenced by a large number of followers in a brand page. The perceived quality and likeliness to refer the brand to a friend did not show meaningful differences. There were also no significant behavioral gender differences.

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32

Chen, Chia-Hao, and 陳佳豪. "The Study of the Influence among Perceived Risk, Brand Image, and Brand Trust on Purchase Intention – An Example of budget smartphone." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/kze2pw.

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碩士
國立雲林科技大學
資訊管理系
104
More and more smartphone makers can have high C/P products since Qualcomm, Mediatek, Spreadtrum and Intel provide reference design in order to help makers can reduce resource and cost, thus the cost of smartphone is down sharply and everyone can have smart device with lower cost. All information is transparent as the internet is popular and easy to access, it will prompt makers to chase their profit in order to provide lower cost devices. The price is affordable for user, but brand image and brand trust are mainly conditions of purchase intention of purchasing budget phone. 　　The study discusses the mediating effect on perceived risk, brand image, brand trust and purchase intention while customer would purchase budget smartphone. 　　This research revelated that brand image and brand trust still affect purchase intension but perceived risk is lower affect item if budget smartphone. It means that branding is still the key element of budget smartphone. Smartphone maker need to focus not only on price but alos branding image and trust in order to increase the purchase intention of budget smartphone. Keywords: Budget smart phone, Perceived Risk, Brand Image, Brand Trust, Purchase Intention.

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33

Tang, Chan-Linh, and 鄧珍蓮. "A Study of Effect among Product Knowledge, Brand Image and Brand Trust on Consumer’s Purchase Intention: A Case Study on Smartphones." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/w56pr5.

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碩士
龍華科技大學
企業管理系碩士班
106
This research explores knowledge of the product, brand image, and brand trust to influence the willingness to buy of customers. Total of 300 questionnaires were distributed, and then the statistical analysis software SPSS 18 was used for statistical analysis. The results were as follows: The results show that consumer product knowledge has a positive influence on the brand image, the brand image has a positive influence on purchase intention and product knowledge has a positive impact on brand trust. Brand trust of consumer has a positive influence on the intention to purchase. The image has a positive effect on the brand trust, and product knowledge has a positive impact on purchase intention. Brand image and brand trust is are considered as part of the intermediate effect. Brand image has a mediating effect on the relationship between product knowledge and purchase intent. While brand trust has an indirect influence in the relationship between product knowledge and purchase intent. In addition to the consistency of earlier research with previous empirical evidence, this study also provides new findings and discussions.

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Yu, Teng-sheng, and 游騰生. "The Effect of Brand Equity and Trust on Purchase and Donate Intention - A Case of Sheltered Workshop." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/18209447295432460714.

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碩士
東吳大學
企業管理學系
98
This study is targeted at sheltered workshops, which is a combination of social and economic organization, and will analyze the effect of brand equity and trust on purchase intention and donate intention. The sampling method is convenience sampling method. Data were collected using paper questionnaires from the customers who have consumer experience in the sheltered workshop, and eventually collected 312 valid questionnaires. The results show that brand equity and trustworthiness have positive effect on trust, and the impact of trustworthiness is higher than brand equity. Brand equity will positively influence the purchase intention and donate intention, and trust will also positively influence the purchase intention and donate intention. In addition, for purchase intention, the impact of brand equity is higher than trust. For donate intention, the impact of trust is higher than brand equity.

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35

Tu, Chao-Yi, and 杜昭儀. "The Influence of Brand Awareness on Consumers’ Trust and Purchase Intention- The Moderating Effect of Consumers’ Animosity." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/9n7n6c.

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碩士
大葉大學
管理學院碩士在職專班
102
The purpose of the research is to explore the relationships among the smartphone of brand awareness, trust, animosity, and purchase intention. It further verifies the mediating effects of trust between brand awareness and purchase intention, and the moderating effects of animosity between brand awareness and trust. In this study, principal Taiwanese consumers were recruited as the research subjects. Through convenience sampling, a total of 600 questionnaires were sent out, and 568 valid questionnaires were retrieved. The valid response rate is 94.67%. In this study, data analysis methods include descriptive statistical analysis, reliability and validity analysis, correlation analysis, regression analysis and analysis of the differences. The results showed that: (1) there is a significant positive relationship between brand awareness and purchase intention; (2) there is a significant positive relationship between brand awareness and trust; (3) there is a significant positive relationship between trust and purchase intention; (4) trust has partial mediating effects between brand awareness and purchase intention; (5) animosity has moderating effects between brand awareness and trust.

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Huang, Pei-Wen, and 黃佩雯. "The Influence of Brand Personality and Brand Trust on Purchase Intention：A Study of Chain Coffee Shops." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/58090466441378634150.

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碩士
高雄餐旅學院
餐旅管理研究所在職專班
97
The major purpose of this study is to understand the influence of brand personality and brand trust on consumer purchase intention about Starbucks and 85ºC. Using a snowball sampling technique, a total of 600 questionnaires were distributed in Taipei City and County, which resulted in 449 valid surveys giving a response rate of 75%. First, the respondents were profiled. Factor analysis was conducted to examine the dimensions of brand personality and brand trust. Furthermore, hierarchical multiple regression analysis was used to examine the influence of brand personality and brand trust on consumer purchase intention. According to the results, these two chain coffee shops consist of different brand personalities. Brand personality and brand trust have significant impacts on purchase intention. However, brand trust did not moderate the effects of brand personality on consumer purchase intention. Finally, this study provides specific suggestions for hospitality practitioners developing branding and business strategies.

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37

Pereira, Francisca Marques de Sousa Caetano. "Factors influencing purchase intention in e‐commerce: the case of online consumers of travel." Master's thesis, 2020. http://hdl.handle.net/10362/99738.

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Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
E-commerce is currently used as a purchase method or channel by many consumers, but traditional trade still leads and will lead for many decades to come. This is explained by some obvious reasons: the majority of the world population cannot access the internet, many retailers do not offer that possibility, and the special characteristics of some goods or services preclude that possibility. Even when these difficulties do not exist, however, there are still many consumers who do not opt for buying online. To determinate or evaluate what makes or prevents customers from purchasing online in the travel market, we apply a theoretical model. The conceptual model was tested based on data from 251 individuals collected in an online survey and analysed using partial least squares (PLS). The results show that loading time, security, and visual appeal have a positive influence on website quality. The findings suggest that website quality, trust, and brand image explain consumers’ behaviour intention.

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38

Chang, Shien-Chih, and 張仙芝. "The Influence of Electronic-word-of-mouth、Internet Trust and Product Price on New Brand Consumer Purchase Intention." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/46776342008556300260.

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碩士
元智大學
管理研究所
98
With the Internet becoming an important part of modern life， the growing importance of online shopping， according to MIC III data show that in 2008 Taiwan''s online shopping market size， there is about NT$2，430 billion， a 97-year growth of 32.3% is expected in 2009 there are still about 30% of the growth rate， in addition to positive and negative word of mouth network has become one of the major factors affecting online shopping. Nelson in the "2009 Global Internet Consumer Survey Report" found that in Taiwan， and evaluation of the recommendation of the Internet， nearly Qicheng respondents trust. In a digital era as the center， the Internet has not only become a spread of new media， has also become a powerful brand to establish the best tools， which for many determined to build a new brand offers the best marketing approach， the present Research for the study will be the subject of beauty care products for different strength of the positive and negative word of mouth and product prices， so that User to purchase the new brand will maintain the brand to buy and thus to understand the Internet User User itself， trust， and the tendency of exploratory buying behavior， whether affecting the content of distrust on the word of mouth， and thus affect their willingness to buy new brand-name products of the important factors. A questionnaire of this research was based on the way into the conduct data collection， first conduct a pre-test questionnaire and the definition of the strength of the positive and negative word of mouth， as well as high and low price Confirmation of the eight sets of word of mouth version， and then the eight versions of this package into the official questionnaires to other topics， the formation of the eight versions of a formal questionnaire and send to different consumers， a total recovery of 283 questionnaires were issued to remove the invalid questionnaires 43 dollars， a total of 240 valid questionnaires， the results appear in the online word of mouth and purchase intention relationship， positive word of mouth， regardless of their message is powerful rendering of its new brand on the User for the Internet care products purchased will Jieyou the biggest driving force， but on the negative word of mouth， if the message negative tropism weak， it will exploratory because of the consumers themselves to buy the dumping of the product produced high curiosity， or because of low commodity prices arising from the possibility of desire to buy， while the above discussion will need to build consumer confidence in its own network of high conditions. As the network security and reliability is to have always been worried about， so even if the product is positive word of mouth， if the User of the Internet Trust is poor， then the purchase intention will be greatly reduced， while the marketing staff in the past that the Internet only suitable for low-cost strategy is found in this study， their willingness to buy the effects so far the lowest. Keywords：Electronic-word-of-mouth， Internet Trust， product prices， Exploratory Buying Behavior，Purchase intention

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Vu, Thi-Ngoc-Yen, and 武氏玉燕. "Exploring the Impact of Advertising Attitude on Brand Trust and Purchase Intention - The Case of Mobile Phone Industry." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/32y7n4.

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Hsieh, Ching-Yeh, and 謝京燁. "A Study on Relationship among the Brand Knowledge, Customer Value and Purchase Intention-The Moderating Effect of Trust." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/9f277q.

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碩士
朝陽科技大學
企業管理系
103
With the evolution of the times, people think the clothes aren’t any longer for a necessity of life, instead of hoping to dress up themselves by clothes. The apparel industry was affected by the 2008 global financial turmoil and by the recent debt crisis in Europe, facing great challenges. Taiwan's fashion industry market is filled as a resulting of many foreign brands had been coming. Therefore, the apparel industry is not only meeting the diverse needs of consumers, but also improving the consumer brand’s identity, to get a foothold in the competitive environment and keep growing. This study investigates the influence of brand knowledge and customer value on the intention of the purchase. The study using the confidence as interference variables, and research sample is consumer who had been bought clothes of the fast fashion brand in Taichung, taking advantage of sampling a total of 435 questionnaires were distributed, which 380 valid questionnaires, the effective response rate of about 88%. In this study, using descriptive statistical analysis, factor analysis, correlation analysis, and regression analysis were verified the hypothesis. The results showed that: (1) clothing brand’s image has a positive significant effect on customer value; (2) clothing brand’s publicity has a positive the significant on customer value; (3) customer value has a positive significant effect on the consumer purchase intention; (4) clothing brand image has a positive significant effect on consumer purchase intention; (5) clothing brand’s publicity has positive the significant influence on consumer purchase intention; (6) Trust is not significantly positive interfere with the customer value on consumer purchase intention.

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Wang, Sheng, and 王盛. "The Impact of E-WOM Quality on Brand Trust and Purchase Intention – The Moderating Role of Perceived Risk." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/52whwq.

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碩士
國立高雄第一科技大學
行銷與流通管理系碩士班
106
Thanks to today's rapidly evolving science and technology, the Internet has gradually become a sound business environment. More and more consumers tend to use the Internet to go shopping. Compared to traditional channels, online shopping is more diverse, personalized, interactive, rapid, extensive, global, open, and rich. However, the Internet cannot provide the shopping experience of tangible goods, causing distrust in online shopping. Due to the intangibility of goods, consumers can only use the information provided by sellers such as the image of product, specifications and other consumers' word-of-mouth to make a judgment. So, it is important for businesses to know how to manage consumer’s online product evaluations in order to enhance consumers’ brand trust, reduce consumers’ perceived risk, and increase consumers' purchase intention. This study explores the relationship between perceived E-WOM quality, brand trust and perceived risk of online shoppers. An online questionnaire survey among online shoppers collected a total of 211 valid questionnaires. Regression analysis was used to verify the hypothesis. Research results show that: 1) E-WOM quality has a significant impact on consumers' brand trust. 2) Brand trust has a significant impact on consumers’ purchase intention. 3) The perceived risk of consumer has a positive interference with the relationship between E-WOM quality and brand trust.

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42

Li, Chia-Chu, and 李家駒. "Exploring the influence of brand trust on purchase intention between China and Taiwan young people with digital camera." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/08858224707010414931.

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碩士
國立中央大學
資訊管理研究所
92
The China market has been rising sharply for recent years. Many Taiwan companies have been eager to enter into China market. However, it's important for enterprises to use marketing tools flexibly in these two markets. And it's dangerous for companies if they don't know the differences of lifestyle between China and Taiwan in the environment changed dramatically. And there are few literatures with regard to brand trust and differences between China and Taiwan. Studies show that the relation between brand trust and commitment is so significant, and further, commitment influences the purchase intention of consumers. Involvement can also affect the relationship between brand trust and commitment. Therefore, the purpose of the study is to find the relationships between brand and China and Taiwan consumers. With Exploratory Factor Analysis, we made these results below: 1.There is significant influence of brand trust on commitment for Taiwan and China consumers. 2.Involvement has no significant influence on the relationship between brand trust and commitment for Taiwan and China consumers. 3.There is significant interference effect of involvement on commitment for Taiwan and China consumer. 4.Groups with diverse lifestyle have significant difference between Taiwan consumers. 5.Groups with diverse lifestyle have no significant difference between China consumers.

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Jinying, Liu. "The Influence of Health Consciousness, Environmental Consciousness, Social Influence, Brand Awareness and Brand Trust on Consumer Purchase Intention in Organic Skin Care Industry." Master's thesis, 2019. http://hdl.handle.net/10316/89965.

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Dissertação de Mestrado em Marketing apresentada à Faculdade de Economia
Objetivo: O objetivo principal deste estudo é explorar a correlação entre as variáveis independentes e intenção de compra do consumidor e satisfação com a vida dos três aspectos dos consumidores, influências sociais e marcas, no contexto de produtos orgânicos para cuidados com a pele. Através desta pesquisa, podemos descobrir como a consciência de saúde dos consumidores, consciência ambiental, influência social, conhecimento da marca e confiança da marca influenciam a satisfação com a vida ea intenção de compra do consumidor, afetando o valor percebido e a atitude da marca. Design / metodologia / abordagem: Primeiro, cinco variáveis independentes - consciência de saúde, consciência ambiental, influência social, reconhecimento da marca, confiança da marca e cinco variáveis dependentes - valor percebido, atitude da marca, satisfação com a vida, lealdade à marca e intenção de compra. os interesses de pesquisa e os fenômenos sociais. Com base nisso, uma estrutura teórica é estabelecida para explorar a influência e a relação entre si. Os questionários da revisão de literatura foram então distribuídos para 400 entrevistados chineses por meio de plataformas de redes sociais. Finalmente, os dados coletados são analisados pelo software de estatística IBM SPSS e IBM SPSS AMOS para obter os resultados do estudo. Resultados: Os resultados do estudo mostram que a consciência de saúde e a influência social dos consumidores têm um impacto importante em seu valor e atitude percebidos em relação à marca. Ao mesmo tempo, há uma relação significativa entre a confiança da marca e a atitude da marca. Além disso, o valor percebido, a atitude da marca e a fidelidade à marca têm um impacto significativo na intenção de compra. Implicações práticas: Os resultados do estudo desempenham um papel importante para ajudar a empresa a entender os fatores que influenciam a propensão de compra dos consumidores, o que é construtivo para a futura estratégia de desenvolvimento da empresa. A empresa pode ajustar o caminho de pesquisa e desenvolvimento, produção, direção de promoção na perspectiva dos consumidores, promovendo assim os consumidores a comprar e aumentar a fidelidade à marca do consumidor, bem como melhorar a atitude de marca e valor percebido dos consumidores, fazendo-os mudar para um positivo direção. No final, a empresa pode melhorar a satisfação com a vida do cliente, fornecendo o produto satisfatório. Por outro lado, os consumidores também podem aprender mais sobre suas necessidades de produtos orgânicos para a pele, por meio de resultados de pesquisas. Originalidade / valor: O estudo deu atenção aos fatores que influenciam a propensão dos consumidores a comprar produtos orgânicos para a pele. Os resultados da pesquisa não apenas fornecem conselhos construtivos sobre as estratégias de marketing da indústria de cuidados com a pele orgânica, mas também fornecem uma direção de pensamento diversificada, que pode ajudar a empresa a se posicionar e direcionar os clientes para atender às reais necessidades deles.
Purpose: The main purpose of this study is to explore the correlation between independent variables and consumer purchase intention and life satisfaction from the three aspects of consumers, social influences, and brands, in the context of organic skin care products. Through this research, we can find out how consumers' health consciousness, environmental consciousness, social influence, brand awareness and brand trust influence life satisfaction and consumer purchase intention by affecting perceived value and brand attitude.Design/methodology/approach: First, five independent variables-health consciousness, environmental consciousness, social influence, brand awareness, brand trust, and five dependent variables-perceived value, brand attitude, life satisfaction, brand loyalty, purchase intention were determined according to the research interests and social phenomena. Based on this, a theoretical framework is established to explore the influence and relationship between each other. Questionnaires from literature review were then distributed to 400 Chinese respondents through social network platforms. Finally, the collected data is analyzed by statistics software IBM SPSS and IBM SPSS AMOS to obtain the results of the study.Findings: The results of the study show that consumers' health consciousness and social influence have an important impact on their perceived value and attitude towards the brand. At the same time, there is a significant relationship between brand trust and brand attitude. In addition, perceived value, brand attitude and brand loyalty have a significant impact on purchase intention.Practical implications: The results of the study play an important role to help the company understand the factors that influence consumers' purchasing propensity, which is constructive for the company's future development strategy. The company can adjust the way of research and development, production, promotion directions from the perspective of consumers, thereby promoting consumers to purchase and enhance consumer brand loyalty, as well as improving consumers' brand attitude and perceived value, making them change to a positive direction. In the end, the company can enhance the customer's life satisfaction by providing the satisfying product. On the other hand, consumers can also learn more about their needs for organic skin care products through research results.Originality/value: The study paid attention to the factors that influence consumers' propensity to buy organic skin care products. The research results not only provide constructive advice on the marketing strategies of the organic skin care industry, but also provide a diversified direction of thinking, which can help the company to position itself and target customers to meet the real needs of them.

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Lin, Pei-Hsuan, and 林佩璇. "Influence of Brand Image, Word-of-Mouth, Customer Value and Purchase Intention – The Moderating Effect of Involvement and Trust." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/44331177011028904406.

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碩士
朝陽科技大學
企業管理系碩士班
100
Recently, the housing industry has been influenced by many factors such as the global economic crisis and policies with rapid changes in the environment. Operations and management style are changing rapidly. For real estate agencies that have to deal with customers face-to-face, big challenges are encountered. In addition to improving customer satisfaction, they have to establish long-term relationships with customers and provide the value customers really need. Given that, real estate agencies are able to succeed in this known market and grow gradually. However, how can real estate agencies employ effective management strategies and provide quality customer service for home sales and purchases for the establishment of a brand image, word-of-mouth, as well as trust will be critical topics.We investigate the impact of brand image and word-of-mouth (WOM) on purchase intentions based on customer values. Participants were from the Taichung area and 20 years of age or older. Convenience sampling was utilized. A total of 350 questionnaires were distributed among which 285 were valid. The valid response rate was 81%. We used descriptive statistical analysis, Factor analysis and regression analysis to test our assumptions. Our results indicated that: (1) the brand image of real estate agencies had a positive and significant impact on customer value; (2) WOM agencies had a positive and significant impact on customer value; (3) the brand image of agencies had a positive and significant impact on customer purchase intention; (4) WOM had a positive and significant impact on customer purchase intention; (5) customer value had a positive and significant impact on customer purchase intention; (6) involvement is not significantly associated with customer value and customer purchase intention; and (7) trust in the agency is significantly associated with customer value and customer purchase intention.

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KUO-CHIFAN and 范國基. "Relationships of Perceived Value, Brand Image, Trust and Purchase Intention – Organic Vegetable and Health Food Products as an Example." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/w58vmy.

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碩士
國立成功大學
高階管理碩士在職專班(EMBA)
101
This research is based on the sales of organic produce and health food in Tainan area. We have depth interviews with the person in charge of the distribution industry. We get the information that there are 100 organic stores and containing compound health food stores in Tainan. The research shows organic produce and health foods do not have too high or low of price whether sunny or rainy. We and understand the loyalty of the guests and customer's job through the store's sales. In order to provide a stable supply and fine out the critical success factors, and the followings are views of this research. A. We understand the sales channels in Tainan, best sales of agricultural products and organic health food by the operation mode of wholesalers. Moreover, to ensure that consumers can get the freshest products through fast distribution way. B. The amount of sales is dependent on the position of organic stores and the recognition degree of community. C. The different point among organic stores, hypermarket and supermarkets is that organic stores sell certified organic products or environmental products and transition period products, especially focus on the amount of nitrate. D. There are individual instructions for the curative effect of every health food product. It can make more people understand prevention is better than cure. E. The organic industry is discovered early In Tainan, but it develop highly in northern Taiwan. Therefore, we should devote more effort to this industry to carry out the concept of prevention is better than cure.

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CHEN, CHIA-LIN, and 陳佳琳. "The Impact of Perceived Value, Brand Trust and Word-of-Mouth on Customers’ Purchase Intention of Low-Cost Carriers." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/dyw76n.

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碩士
崇右影藝科技大學
經營管理系
107
Ancients said: " He that travels far knows much." You can get to know the country, the nationality, the languages, the customs, etc. via traveling around the world. Therefore, traveling have always been the ideal life that everyone is yearning for. In recent years, due to the raising of the low-cost airlines, the number of travellers traveling abroad has been increased due to the "cheap airfare or tour fee". Low-cost airlines reduce their operating costs, and turn the cost reduction as the saving to consumers’ airfare. There are significant differences from the traditional on-route airlines or passenger service, such as offering only one single type of cabin, and making additional payment mechanisms for food catering, baggage, etc., rather than the difference in fare. But there are also many consumer disputes arising from taking these advantages of low-cost airlines. In this study, 601 questionnaires were collected through online survey and analyzed by SPSS statistical software. The results of the study show that the consumer perceived value has a significant positive impact on the willingness to buy low-cost airlines, word of mouth, and brand trust. Brand trust has a significant positive impact on word of mouth and willingness to ride, and word of mouth is also a significant positive impact for the willingness to board.

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YE, TING-JUN, and 葉庭均. "The Impact of Experience Marketing on Experience Value, Brand Trust, and Purchase Intention: The moderating Effect of Product Involvement." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/e3s9q6.

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碩士
國立宜蘭大學
應用經濟與管理學系經營管理碩士班
107
As the business environment moves into the focus of customer experience as the main focus of competition, research on the relationship between experience marketing and experience value based on the theory of experience marketing has mushroomed, but whether all products can apply the experience marketing strategy and earn the same performance? As far as the theory is concerned, there is a significant difference between the consumer decision-making process and brand preference of high and low product stakeholders, that is, product involvement is an important segmentation variable that affects consumers' purchasing decisions. To this end, this study introduces product involvement as an interference variable, using Schmitt's (1999) Strategic Experiential Models (SEMs) framework to explore the impact of experience marketing on experience value, brand trust and purchase intention; According to the attitude theory, the CAC (cognition - affection - conation) model is used to infer the hypothesis between the various facets. This study takes four large shopping mall in Taiwan, the Big City Far East Shopping Center, Miramar Park, Bellavita Plaza and IKEA as the empirical field and surveyed 206 valid samples to verify the hypotheses. The results show that experience marketing has a partial positive impact on the value of consumer experience; product involvement has a positive interference effect on the relationship between the experience of experience marketing and the consumer return on experience value, and the product The relationship between the experience of the experience of the experience marketing and the consumer investment reward of the experience value has a negative interference effect; in addition, the consumer experience value has a partial positive impact on brand trust and purchase intention, and the brand trust will be positive. Influencing consumers' willingness to buy.

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Lyu, Liang-Ru, and 呂諒如. "A Study of the Influences of Consumer Trust on OnlineAuction Purchase Intention-An Application of Website Brand Image、Website Technical Ability and Interpersonal Trust." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/96888z.

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Hsu, Hsin-Jiu, and 許心柔. "The Study of the Influence among Brand Image, Brand Trust, Perceived Value, and Perceived Risk on Purchase Intention--An Example of Online Clothing Shopping." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/82899700990344636271.

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碩士
南華大學
企業管理系管理科學碩博士班
102
Recent years, internet is used as the major channel for shopping due to its dramatic growth. More and more companies try to explore the business opportunity by using internet to the purpose of sustainable development. Therefore, how to enhance the consumers’ willing by using online shopping network will be an important issue for the online sellers. 　　This study discusses the mediating effect on perceived value between brand image, purchase intention; the mediating effect on perceived value between brand trust and purchase intention, and the moderating effects on perceived risk between perceived value and purchase intention when people shop clothes products via internet. 　　The study sample is the consumers who purchase clothes products through the internet. The study adopts Likert seven-point scale as the data source of questionnaire, and dispatched 608 copies of questionnaires, and 495 copies were valid. The effective response rate is 81%. The result of this study were： 1.Brand image has significant influence on purchase intension. 2.Brand image has significant influence on perceptive value. 3.Brand trust has significant influence on purchase intension. 4.Brand trust has significant influence on perceptive value. 5.Perceptive value has significant influence on purchase intension. 6.Perceptive risk has not influence on purchase intension. 7.Perceptive value provides a mediating effect between brand image and purchase intention. 8.Perceptive value provides a mediating effect between brand trust and purchase intention. 9.Perceptive risk does not provide any moderating effect between perceptive value and purchase intention.

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Sung, Hui-shan, and 宋惠珊. "The Research of Store Image and Store Trust on Consumer’s Purchase Intention of Store Brand─An Empirical Study of Convenience Store." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/15323783249884348660.

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碩士
東吳大學
企業管理學系
97
The global retail environment and other national brand are under attack from store brand in recent years. From consumer’s perspective, store brand is more economical than national brand. From the retailer's viewpoint, it not only gains higher profit from store brand, but also differentiates it’s store from competitors. The number of convenience store in Taiwan has exceeded 9,000 so far. With fewer and bigger players competing in markets, the merchandise and category which are offered by convenience store is relatively homogenous. The critical factor “Location” cannot meet the consumers’ requirement, convenience store is planning to give consumers more choice including “planned purchase”. Store brand has been considered as a important factor to create store differentiation. The primary purpose of this study was to examine the effects of store image and store trust which influence purchase intentions with perceived quality and perceived risks as mediators. The result show that： (1)Store image and store trust will positively effect on consumer’s perceived quality of store brand. (2)Store image and store trust will negatively effect on consumer’s perceived risk of store brand. (3)Consumer’s perceived quality of store brand will positively effect on consumer’s purchase intention of store brand. (4)Consumer’s perceived risk of store brand will negatively effect on consumer’s purchase intention of store brand. (5)“Perceived quality” and “perceived risk” is the full mediators between “store image”, “store trust” and “purchase intention”. Therefore, retailers need to improve store image and build the trust relationship with consumers. The most of all is that retailers should promote store brand’s quality. In this way, it can reduce the consumer’s perceived risk of store brand and increase purchase intention.

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Dissertations / Theses on the topic 'Purchase intention and brand trust'

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