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Title page for etd-0822108-155346


URN etd-0822108-155346 Statistics This thesis had been viewed 2341 times. Download 4 times.
Author Chan Hsueh
Author's Email Address No Public.
Department Management Business Administration
Year 2007 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 110
Title Luxury Brand, perceived value, perceived risk, purchase intention
Keyword
  • Luxury Brand
  • perceived value
  • perceived risk
  • purchase intention
  • purchase intention
  • perceived risk
  • perceived value
  • Luxury Brand
  • Abstract This study intends to understand how perceptions of luxury brand created by the atmosphere of luxury drive customer to buy the products of luxury brand.
    The collected data were analyzed using structural equation  modeling with AMOS 6.0 to evaluate the effects of luxury brand perceptions on customer purchase intentions through perceived risk and perceived value. The result shows that perceived quality of luxury brand increased purchase intentions through consumers’ perceived value. Among the dimensions of the perceived luxury brand, the conspicuous and unique dimensions do not positively affect customer’s purchase intentions as proposed hypotheses posited. The result shows that conspicuous and unique dimensions have the reverse effect on perceived value and then, which, reduces the purchase intentions of the luxury goods.
    Advisor Committee
  • Hao-erl Yang - advisor
  • K. S. Kao - co-chair
  • none - co-chair
  • Files indicate not accessible
    Date of Defense 2008-07-31 Date of Submission 2008-08-22


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