- 期刊
企業形象、廣告訴求和消費者屬性對消費者購買意願影響之研究
The Effect of Corporate Image, Advertising Appeal, and Consumer Attribute toward Consumer Purchase Intention
並列摘要
The purpose of this research is to explore the effect of corporate image, advertising appeal, and consumer attribute on consumer purchase intention. According to the SPSS 17.0, we test the reliability, descriptive statistics and ANOVA test. The result showed that the interaction of corporate image and advertising appeals, corporate image and consumer attributes have a significant impact on consumer purchase intention.
延伸閱讀
- 劉旺昇（2009）。整合行銷傳播、品牌形象、品牌知名度對消費者購買動機影響之研究〔碩士論文，大同大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0081-3001201315103653
- 邱瑋珍（2006）。品牌形象與品牌態度對購買意願之影響研究〔碩士論文，淡江大學〕。華藝線上圖書館。https://doi.org/10.6846/TKU.2006.00230
- 林承翰（2016）。代言人形象、品牌形象、企業聲譽配適性及購買意願間關係之研究〔碩士論文，義守大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0074-1807201614485400
- 溫文佑（2007）。品牌形象、廣告代言人與消費者購買意願關係之研究〔碩士論文，中原大學〕。華藝線上圖書館。https://doi.org/10.6840/cycu200700076
- 鄭羽筑（2014）。The Effects of Advertising Appeals and Private Brand Attitude on Customer’s Purchase Intention〔碩士論文，長榮大學〕。華藝線上圖書館。https://doi.org/10.6833/CJCU.2014.00186