The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan
This study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this study and three hundred questionnaires are sent to graduate students, who have experiences purchasing in E- commerce. There are 185 response...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2018-12-01
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| Series: | Studies in Business and Economics |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/sbe-2018-0037 |
| _version_ | 1811334011545452544 |
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| author | Lin Cheng-Ta Lin Chuang Shuang-Shii |
| author_facet | Lin Cheng-Ta Lin Chuang Shuang-Shii |
| author_sort | Lin Cheng-Ta Lin |
| collection | DOAJ |
| description | This study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this study and three hundred questionnaires are sent to graduate students, who have experiences purchasing in E- commerce. There are 185 responses and only 183 valid responses. Our results verifies that brand image positive influence on attitude on e-commerce. Furthermore, we find that consumer purchase attitude significantly influence purchasing intention. Finally, we prove that purchasing intention also significantly influences consumer loyalty. The contribution of this study has proven that brand image affects consumers' purchasing attitude. |
| first_indexed | 2024-04-13T17:02:20Z |
| format | Article |
| id | doaj.art-803d68b2865d4b10be20549dd00a5cf0 |
| institution | Directory Open Access Journal |
| issn | 2344-5416 |
| language | English |
| last_indexed | 2024-04-13T17:02:20Z |
| publishDate | 2018-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Studies in Business and Economics |
| spelling | doaj.art-803d68b2865d4b10be20549dd00a5cf02022-12-22T02:38:37ZengSciendoStudies in Business and Economics2344-54162018-12-011339110410.2478/sbe-2018-0037sbe-2018-0037The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in TaiwanLin Cheng-Ta Lin0Chuang Shuang-Shii1National Cheng Kung University,Tainan, TaiwanNational Cheng Kung University,Tainan, TaiwanThis study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this study and three hundred questionnaires are sent to graduate students, who have experiences purchasing in E- commerce. There are 185 responses and only 183 valid responses. Our results verifies that brand image positive influence on attitude on e-commerce. Furthermore, we find that consumer purchase attitude significantly influence purchasing intention. Finally, we prove that purchasing intention also significantly influences consumer loyalty. The contribution of this study has proven that brand image affects consumers' purchasing attitude.https://doi.org/10.2478/sbe-2018-0037consumer preferencee-commercepurchasing attitudeintentionloyalty |
| spellingShingle | Lin Cheng-Ta Lin Chuang Shuang-Shii The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan Studies in Business and Economics consumer preference e-commerce purchasing attitude intention loyalty |
| title | The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan |
| title_full | The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan |
| title_fullStr | The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan |
| title_full_unstemmed | The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan |
| title_short | The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan |
| title_sort | importance of brand image on consumer purchase attitude a case study of e commerce in taiwan |
| topic | consumer preference e-commerce purchasing attitude intention loyalty |
| url | https://doi.org/10.2478/sbe-2018-0037 |
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