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https://rsuir-library.rsu.ac.th/handle/123456789/602| Title: | 品牌知名度与服务品质对购买意愿的影响研究 |
| Other Titles: | A study of the influence of brand awareness and service quality on purchase intention |
| Authors: | Binghui Su |
| metadata.dc.contributor.advisor: | Yang Shu Chen |
| Keywords: | Service quality;Brand name products -- Marketing -- Management;Purchase intention |
| Issue Date: | 2020 |
| Publisher: | Rangsit University |
| Abstract: | 为探讨消费者对比亚迪新能源汽车的购买意愿的影响因素，采用上海市比亚迪新能源汽车的消费者为研究对象，描述潜在消费者对比亚迪新能源汽车的服务品质、品牌知名度、消费者信任度与购买意愿的影响关系，以及服务品质对购买意愿与品牌知名度对购买意愿路径的差异性。本文针对服务品质这种以服务为主导的方式，与品牌知名度这种以营销为主导的方式，这两种方法中哪一种对更能预测购买意愿，也是本文研究的目的所在。 本文通过调查中国上海市四家比亚迪新能源汽车销售店的304位消费者，发现服务品质正向预测购买意愿；品牌知名度正向预测购买意愿；服务品质正向预测消费者信任度；品牌知名度正向预测消费者信任度；消费者信任度正向预测购买意愿；消费者信任度在比亚迪新能源汽车品牌知名度与消费者购买意愿之间存在中介作用 |
| metadata.dc.description.other-abstract: | The study aims at exploring the factors of consumers' willingness to buy BYD new energy vehicles. The service quality is the service-oriented way and the brand popularity is the marketing-oriented way. It also focused on which of these two methods has great influence on the consumer's purchase intention. The potential consumers of BYD new energy vehicles in Shanghai were employed as the research object to describe the relationship between potential consumers' service quality, brand awareness, consumer trust, and purchase intention of BYD new energy vehicles. By investigating 304 consumers in four BYD new energy auto sales stores in Shanghai, China, it revealed that service quality has a positive effect on purchase intention; brand awareness has a positive effect on purchase intention; service quality has a positive effect on consumer trust; brand awareness has a positive effect on consumer trust; consumer trust has a positive effect on purchase intention; and consumer trust plays an intermediary role between BYD new energy car brand awareness and consumer purchase intention |
| Description: | Thesis (MBA. (Business Administration)) -- Rangsit University, 2020 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/602 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Binghui Su.pdf | 1.44 MB | Adobe PDF | View/Open |
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