Today, the sales growth rate of the men's perfume market is increasing year by year, and international boutique brands are all competing to expand their global market territory. It is no longer possible to gain a competitive advantage by just sticking to the female consumer market. Taiwanese companies are also seeking consumer recognition in more diversified ways to increase their sales and market share.
This study mainly implements the research plan based on brand image, online word-of-mouth, perceived value and purchase intention as variables. Consumers in Taiwan were used as the research sample. Research hypothesis results: (1) Brand image has a significant positive impact on online word-of-mouth, (2) Brand image has a significant positive impact on perceived value, (3) Internet word-of-mouth has a significant positive impact on purchase intention, (4) ) Perceived value has a significant positive impact on purchase intention, (5) Brand image has a significant positive impact on purchase intention.
Based on the results of the research hypothesis, practical implications are proposed as a reference for relevant industry players to enter the market. First of all, how to create a differentiated and strong brand image is an issue that companies must pay attention to. Secondly, companies should pay attention to and strive to promote potential consumer purchase intentions through positive online word-of-mouth messages. Finally, through the overall image of the brand, consumers can increase their perceived value, thereby increasing their purchase intention and triggering substantial consumption motivation.
