This study aims to explore an Empirical Study of Consumption Motivation, Brand Familiarity and Purchase Intention: A Case Study of Chihshang Rice. Through indirect literature review and logical reasoning, taking Taiwan Chihshang Rice as an example, it was found that brand familiarity (moderator variable) does affect the relationship between consumption motivation (independent variable) and purchase intention (de-pendent variable).
This study commissioned a professional academic questionnaire distribution company to use Taiwanese consumers as the research object and collect data through online surveys. During the survey period, a total of 367 questionnaires were collected. A total of 367 valid questionnaires were recovered, with a recovery rate of 100%.
The research results found that there is a significant positive correlation between con-sumption motivation and purchase intention; brand familiarity has a moderating effect between consumption motivation and purchase intention.
