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- W2286448468 abstract "Expecting research achievement can bring some help to the coffee industry in the practical marketing operation of the brand equity in Taiwan coffee market. This study wants to investigate the relationships among brand equity, purchase intention and brand preference from Taiwanese coffee consumers view point. Moreover secondary aim of this study is examining the moderate role of country of origin image and product knowledge. These are the study’s main purposes.Data were collected from Taiwanese students who have drunk coffee. This study used website: My3q, well-known free internet questionnaire website of Taiwan, for online survey questionnaire design and ask enthusiastic friends for issuance. In addition, at the same time, the paper questionnaire was used to conduct sampling collection. A total of 175 questionnaires were distributed (50 copies of internet questionnaire and 125 copies of paper questionnaire). 170 questionnaires were recovered and after invalid questionnaires were excluded, and 154 effective questionnaires were collected (50 copies of internet questionnaire and 104 copies of paper questionnaire); the effective response rate was 88%. Hypotheses were tested using SPSS 18.0 as the statistical tool and the methodologies including: descriptive statistical analysis, reliability analysis, validity analysis, factor analysis, correlation analysis, regression analysis, T-test and ANOVA analysis. After conducting data analysis methods, results indicated that brand equity positively influences on consumer’s brand preference and purchase intention. But, the moderating role of country of origin image and product knowledge unsupported. Country of origin image has no effects on the relationships between brand equity and purchase intention; brand equity and brand preference. Product knowledge also does not have influences on the relationships between brand equity and purchase intention; brand equity and brand preference." @default.
- W2286448468 created "2016-06-24" @default.
- W2286448468 creator A5038184301 @default.
- W2286448468 date "2012-01-01" @default.
- W2286448468 modified "2023-09-27" @default.
- W2286448468 title "咖啡品牌權益、品牌偏好對購買意願影響之研究-以來源國形象與產品知識為干擾變數" @default.
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- W2286448468 doi "https://doi.org/10.6827/nfu.2012.00019" @default.
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