English  |  正體中文  |  简体中文  |  Items with full text/Total items : 2737/2828
Visitors : 25703      Online Users : 6
RC Version 4.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Adv. Search
LoginUploadHelpAboutAdminister

Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/2517

Title: The Effect of Product Characteristic, Customer Involvement and Brand Image on Purchase Intention - A case study of Vietnam toilet appliances.
The Effect of Product Characteristic, Customer Involvement and Brand Image on Purchase Intention - A case study of Vietnam toilet appliances.
Authors: 陳海峰
Tran Hai Phong
Contributors: 金融與風險管理系碩士班
王昭雄
Keywords: Product characteristic, Customer involvement, Brand image, Perceived value, Purchase intention.
Product characteristic, Customer involvement, Brand image, Perceived value, Purchase intention.
Date: 2011
Issue Date: 2011-12-01 13:25:51 (UTC+8)
Publisher: 高雄市:[樹德科技大學金融與風險管理系碩士班]
Abstract: With the rapid growth of house construction, sanitary industry are trying to attract and win customers through new series of products, thanks to the WTO membership, are integrating more and more to the global market, and can not stay out of this trend. Indeed, many sanitary factories were built in Vietnam for better serving their customers and attract the new one. Luxury product is still a new concept to majority of people in Vietnam where people just buy it for basis needs. This study focuses on what factors effecting customer’s willing to buy toilet appliances. A research framework which based on the DeLone and McLean Information System Success (D&M IS) model for evaluating product characteristic, degree of involvement, brand image and perceived value was developed to identify the factors can affect the customer intention to buy. A diverse sample from people who used to buy and will buy toilet appliance in Hochiminh City was used to test the model. Partial Least Square (PLS) method is employed to empirically test the research model by explaining how product characteristic customer involvement, brand image and perceived value influence purchase intention of customers. The findings from respondent data show that customers’ involvement and brand image have direct positive affect on perceived value, while product characteristic and brand image have direct positive affect on purchase intention. Evidences also show that brand image deeply involved in process of purchase decision making, hence the company needs to focus on brand image strategy to attract more customers to buy their product.
With the rapid growth of house construction, sanitary industry are trying to attract and win customers through new series of products, thanks to the WTO membership, are integrating more and more to the global market, and can not stay out of this trend. Indeed, many sanitary factories were built in Vietnam for better serving their customers and attract the new one. Luxury product is still a new concept to majority of people in Vietnam where people just buy it for basis needs. This study focuses on what factors effecting customer’s willing to buy toilet appliances. A research framework which based on the DeLone and McLean Information System Success (D&M IS) model for evaluating product characteristic, degree of involvement, brand image and perceived value was developed to identify the factors can affect the customer intention to buy. A diverse sample from people who used to buy and will buy toilet appliance in Hochiminh City was used to test the model. Partial Least Square (PLS) method is employed to empirically test the research model by explaining how product characteristic customer involvement, brand image and perceived value influence purchase intention of customers. The findings from respondent data show that customers’ involvement and brand image have direct positive affect on perceived value, while product characteristic and brand image have direct positive affect on purchase intention. Evidences also show that brand image deeply involved in process of purchase decision making, hence the company needs to focus on brand image strategy to attract more customers to buy their product.
Appears in Collections:[金融與風險管理系(所)] 博碩士論文

Files in This Item:

File Description SizeFormat
index.html0KbHTML716View/Open
The Effect of Product Characteristic, Customer Involvement and Brand Image on Purchase Intention- A case study of Vietnam toilet appliances___臺灣博碩士論文知識加值系統.htm國圖116KbHTML380View/Open


All items in STUAIR are protected by copyright, with all rights reserved.

 


無標題文件

著作權政策宣告:

1.

本網站之數位內容為樹德科技大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
 
2. 本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本校護人員(clairhsu@stu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
 
DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback