The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan

Cheng Ta Lin Lin, Shuang Shii Chuang

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)91-104
Number of pages14
JournalStudies in Business and Economics
Volume13
Issue number3
DOIs
Publication statusPublished - 2018 Jan 1

All Science Journal Classification (ASJC) codes

  • Social Psychology
  • Business, Management and Accounting (miscellaneous)
  • Economics, Econometrics and Finance (miscellaneous)

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