企業形象、信任度與購買意願之關聯性研究-以東森電視購物為例

陳柏州

doi:10.6846/TKU.2005.00346

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企業形象、信任度與購買意願之關聯性研究-以東森電視購物為例

A Study on the Relationship among Corporate Image , Trust and Purchase Intention － An Example of Eastern Home Shopping

陳柏州 , Masters　　Advisor：陳定國　　

繁體中文 DOI： 10.6846/TKU.2005.00346

東森電視購物；企業形象；信任度；購買意願； Eastern Home Shopping ； Corporate Image ； Trust ； Purchase Intention

Abstract │ Reference (227) │ Times Cited (5) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The ET Home Shopping’s annual sales volume already been up to 21.3 billion NT dollars in 2004. In short more than five years, creating to be so high turnover must have competitive advantage stronger than TV shopping industry in the past. Comparing with USA ,Japan and Korea, the TV shopping industry in Taiwan still belongs to the development stage at present. People’s tereotype of the TV shopping still has some senses of insecurity. This research uses Eastern Home Shopping as the background and measures the effect of corporate image on trust and purchase intention.The following are two important conclusion of this research:

（1）Every mean of the questionnaire seems, no matter    bought the products, the majority is to hold positive  attitudes toward corporate image and trust.Only those who are holding more negative attitudes toward the product’s price, popularity or quality will reduce people's trust and purchase intention.

（2）The corporate image will influence people's purchase   intention obviously. The trust is not obvious intervening on effect ,but the real example result learns that orporate image and trust really have strong influence on purchase intention.

Reference ( 227 ) 〈TOP〉

5. 貝佩怡（2003），「探討電視購物行為之購買動機」，國立成功
連結：
9期，頁87-97。
連結：
一路長紅」，ET today。
連結：
14. 林聖瀧（2003），「電視購物消費者行為之研究-以大台北地區
連結：
大學生為例」，國立臺灣師範大學圖文傳播研究所碩士論文。
連結：

Times Cited (5) 〈TOP〉

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