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HUSTIR > College of Management > Department of Marketing and Distribution Management > Monograph > Item 310993100/2981

Please use this identifier to cite or link to this item: http://ir.hust.edu.tw/dspace/handle/310993100/2981

Title:	品牌形象與聯想對網路食品購買意願之研究
Authors:	盧鈺霖
Contributors:	行銷與流通管理系
Keywords:	品牌形象品牌聯想消費者之購買意願網路食品
Date:	2012-05-14
Issue Date:	2012-08-21T03:32:35Z
Abstract:	本研究以網路食品為標的物，探討品牌形象、品牌聯想對購買意願的影響，探討其影響購買意願的程度，和品牌形象對品牌聯想的影響，探討其影響品牌聯想的程度。本研究以台灣網路食品的消費者為樣本，發放456 份問卷，有效回收420 份。研究結果顯示，品牌形象、品牌聯想單獨對消費者之購買意願皆有顯著的正向影響，對購買意願有顯著的影響，及品牌形象對品牌聯想有顯著的正向影響，對品牌聯想有顯著的影響。
Appears in Collections:	[Department of Marketing and Distribution Management] Monograph

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