A Study on the Influences of Brand Image and Relationship Quality on Willingness to Continue Purchasing: Evidence from The Multi-Level Marketing Industry

Abstract

This study aims to explore the influence relationships among brand image relationship quality and willingness to continue purchasing In addition relationship quality (trust and satisfaction) are used as mediating variables In this study we use the members of seven direct selling companies as subjects Meanwhile the online questionnaires and purposive sampling were also applied After questionnaire survey three hundreds and forty-three questionnaires were returned three hundreds and twenty-eight questionnaires of them were valid Finally the findings of this study were summarized as follows: 1 Functional image not has a significant and positive influence on relationship quality (trust and satisfaction) 2 Symbolic and experiential image both have significant and positive influence on relationship quality (trust and satisfaction) 3 Functional image not has a significant and positive influence on willingness to continue purchasing 4 Symbolic and experiential image both have significant and positive influence on willingness to continue purchasing 5 Trust and satisfaction both have significant and positive influence on willingness to continue purchasing 6 Trust and satisfaction have full mediating effect between symbolic image and continue purchasing respectively 7 Trust and satisfaction have partially mediating effect between experiential image and continue purchasing respectively

Date of Award	2019
Original language	English
Supervisor	Meng-Feng Yen (Supervisor)