Brand comprises various implications which also indicate the symbols and the words of core values of boutique business and convey the symbolic values of sensibility. Boutique business particularly aims at the reputation, image, credibility of brand, few studies focus on it as the assessment variable of brand positioning and intend to discuss how the costs of information searching and purchasing intention are affected by it, however. The study thus discusses how brand reputation, brand image, and brand credibility affect to the positioning of brand, and how those variables affect to one and another.
Local consumers and foreign consumers are research objectives, and 331 questionnaires were recovered, 300 valid questionnaires were collected, and the effective recovery rate was 90.6%. The results reveal that purchasing intention is significantly positive affected by brand positioning, the costs of information searching is significantly negative affected by brand positioning, and the effect of brand positioning on purchasing intention is significantly partially mediated by the costs of information searching. The results demonstrate important theoretical and managerial implications that high-valued boutique business can progressively improve purchasing intention via the decline of the cost of information searching by brand positioning.
