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The defense date of the thesis is 2018-09-03
The current date is 2019-03-20
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URN etd-0903118-210053 Statistics This thesis had been viewed 100 times. Download 0 times. Author Yu-Kai Shen Author's Email Address No Public. Department Management Business Administration Year 2017 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 133 Title A RESEARCH ON BRAND IMAGE AND SERVICE INNOVATION INFLUENCE ON CUSTOMER'S PURCHASE INTENTION─AN EXAMPLE OF SMART APPLIANCES Keyword Brand image Purchase attitude Perceived value Service innovation Service innovation Perceived value Purchase attitude Brand image Abstract With the rapid rise of the Internet of Things, the high-tech market opportunities have emerged and have driven the application of many peripheral industries. In particular, smart home life is the most noticeable, as home appliances are closest to the needs of consumers, and various household appliances Vendors are actively beginning to deploy on the Internet of Things platform, expanding the layout of smart home appliances, and using the Internet of Things technology to create different home life applications to meet consumer demand. There has been little research on consumer perceptions and behavioral intentions of smart appliances in the past. Little research has been done on consumer perceptions and behavioral intentions of smart appliances.
This study aims to explore the impact of brand image and service innovation on perceived value, purchasing attitude and purchase intention. This study is based on the network questionnaire to collect data. The total data of 301 questionnaires were retrieved. After deleting the invalid questionnaires for regular responses, 291 were valid questionnaires, and the effective questionnaire recovery rate was 96.6%. Then use SPSS22.0 and AMOS22.0 statistical analysis software for data analysis.
The result indicate that brand image is positive impacted by perceived value; service innovation is positive impacted by perceived value; perceived value is positive impacted by purchase attitude; purchase attitude is positive impacted by purchase intention. This study is based on the empirical results. This study puts forward the promotion of the future research direction of the Taiwan Internet of things for the industry of smart appliances in the future. We provide a reference for the marketing strategy and management of the manufacturers that are helpful to the intelligent household appliances.
Advisor Committee Yung-Kuei Liang - advisor
Nan-Hong Lin - co-chair
Shih-Yu Chou - co-chair
Files Date of Defense 2018-06-28 Date of Submission 2018-09-03