本研究利用Google表單設計台中市家具品牌形象與廣告效果對購買行為之SEM模型分析問卷。因此,針對來店顧客進行問卷調查,有效樣本為104份,運用PLS方法。本文利用品牌形象與廣告效果PLS-Algorithm 路徑係數估計表、品牌形象與廣告效果PLS-Bootstrapping路徑檢定表,進行品牌形象與廣告效果結構模型路徑評鑑。本文指出台中市家具業之家具品牌形象 -> 家具廣告效果0.804,符合假說1。家具品牌形象 -> 顧客家具購買滿意度0.089,符合假說2。台中市家具業之家具廣告效果 -> 顧客家具購買滿意度0.797,符合假說3。
This research uses Google Forms to design a SEM model to analyze the purchase behavior of furniture brand image and advertising effect in Taichung City. Therefore, a questionnaire survey was carried out for the customers who came to the store, and there were 104 valid samples, and the PLS method was used. This paper uses the brand image and advertising effect PLS-Algorithm path coefficient estimation table and the brand image and advertising effect PLS-Bootstrapping path verification table to evaluate the path evaluation of the brand image and advertising effect structure model. This paper points out that the effect of furniture brand image -> furniture advertising in Taichung City's furniture industry is 0.804, which is consistent with Hypothesis 1. Furniture brand image -> customer satisfaction with furniture purchase is 0.089, which is consistent with hypothesis 2. The effect of furniture advertising in the furniture industry in Taichung City -> customer satisfaction with furniture purchases is 0.797, which is consistent with Hypothesis 3.