品牌知名度與消費者購買意願之研究以服務品質為干擾變項

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/49284

Title:	品牌知名度與消費者購買意願之研究以服務品質為干擾變項 A Study on Brand Awareness and Purchase Intention – The Service Quality as Moderators Effect
Authors:	范軒晨
Contributors:	國際企業管理學系碩士在職專班
Keywords:	品牌知名度消費者購買意願服務品質
Date:	2021
Issue Date:	2021-02-22 15:37:20 (UTC+8)
Abstract:	本研究目的在探討企業的品牌知名度是否會影響到消費者的購買意願，以及針對門市人員的服務品質使否會干擾到兩者之間的關係。研究結果顯示，消費者對 N 公司產品的購買意願主要來自品牌知名度，但門市人員之服務品質並不會增加其購買意願。本研究探究理論及實務上之意涵，並對未來研究提出建議。 The purpose of this research is to explore whether a company’s brand awareness will affect consumers’ purchase intentions, and whether the service quality for store personnel will interfere with the relationship between the two. The research results show that consumers' willingness to buy N Company's products mainly comes from brand awareness, but the service quality of store personnel does not increase their purchase intention. This study explores the implications of theory and practice and makes recommendations for future research.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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