||Factors Affecting Consumer Purchase Intention of Functional Food in Taiwan
||Institute of International Management (IIMBA--Master)(on the job class)
This research project examined the relationships among brand equity, store image, product attributes, normative evaluation and purchasing intention. Firstly, we investigated whether high or low brand equity, store image, product attributes and normative evaluation have an effect on customers’ purchasing intention. Then, we examined whether high or low brand equity, store image, and product attributes have an effect on normative evaluation. Third, we further investigate the relationship between each factor of research constructs and purchasing intention. Finally, we used SEM to test the overall model and internal relationship.
From this empirical study, we found that the brand equity, store image, product attributes, and normative evaluation are positive impact on purchasing intention. Furthermore, when we used regression to test the four researches constructs, brand equity has the most significant impact on purchasing intention and follows by store image, normative evaluation, and product attributes. In addition, other empirical evidence in this research, normative evaluation did play an important moderating role of brand equity, store image, product attributes on customer’s purchasing intention.
TABLE OF CONTENTS
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivations and Objectives 2
1.3 Research Project 4
1.4 Structure of the Research 4
1.5 Research Process 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Definition of Research Constructs 7
2.1.1 Brand Equity 7
2.1.2 Store Image 10
2.1.3 Product Attributes. 12
2.1.4 Normative Evaluation 15
2.1.5 Purchase Intention 16
2.2 Interrelationship among Research Constructs 17
2.2.1 Interrelationship among Brand Equity, Normative Evaluation and Purchase Intention 17
2.2.2 Interrelationship among Store Image, Normative Evaluation and Purchase Intention 20
2.2.3 Interrelationship among Product Attributes, Normative Evaluation and Purchase Intention 22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 24
3.1 The Conceptual Model 24
3.2 Construct Measurement 26
3.2.1Brand Equity 26
3.2.2 Store Image 29
3.2.3 Product Attributes 31
3.2.4 Normative Evaluation 32
3.2.5 Purchase Intention 33
3.2.6 The Information of Respondents 33
3.3 Hypotheses to Be Tested 34
3.4 Selection of Product Brand and Store Channel 34
3.5 Questionnaire Design 35
3.6 Sample Plan 35
3.7 Data Analysis Procedure 35
3.7.1 Descriptive Statistic Analysis 36
3.7.2 Factor Analysis and Reliability Tests 36
3.7.3 Differece of Research Variable among Group 37
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 39
4.1 Descriptive Analysis 39
4.1.1 Data Collection 39
4.1.2 Characteristics of Respondents 40
4.1.3 Measurement Results of Research Variables 42
4.2 Factor Analysis 47
4.2.1 Brand Equity 47
4.2.2 Purchase Intention 49
4.2.3 Store Image 49
4.2.4 Product Attributes 50
4.2.5 Normative Evaluation 51
4.3 Reliability Tests 52
4.4 Analysis of Variance 56
4.5 Analysis of Regression 59
4.6 Structural Equation Modeling 66
4.7 ANOVA Analysis of Research Constructs under Demographics 70
CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 75
5.1 Research Conclusions and Implications 75
5.2 Research Limitations and Further Research 79
Appendix-1: Survey Questionnaire(English) 87
Appendix-2: Survey Questionnaire(Chinese) 93
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