Study of Product Brand Image and Individual's Product knowledge and Preceived Risk Affecting on Consumer Purchasing Behavior

MUIR > College of Business and Management > > Conference Papers > Item 987654321/1319

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Title:	Study of Product Brand Image and Individual's Product knowledge and Preceived Risk Affecting on Consumer Purchasing Behavior
Authors:	Ting-Yi Lin Ron Chuen Yeh Pansy Chung Liarn-Rurn Wen Shih-Jung Chen
Contributors:	Graduate Student, Graduate Institute of Business and Management, Meiho University, Taiwan 23, Pingguang Rd., Neipu, Pingtung, Taiwan, R.O.C.;Associate Professor, Graduate Institute of Business and Management, Meiho University, Taiwan 23, Pingguang Rd., Neipu, Pingtung, Taiwan, R.O.C.;Instructor, Department of Information Management, Meiho University, Taiwan 23, Pingguang Rd., Neipu, Pingtung, Taiwan, R.O.C;Instructor, Department of Information Management, Meiho University, Taiwan 23, Pingguang Rd., Neipu, Pingtung, Taiwan, R.O.C;Administrative Assistant, Graduate Institute of Business and Management, Meiho University, Taiwan 23, Pingkuang Rd, Neipu, Pingtung, 912, Taiwan, R.O.C.
Keywords:	Mobile Phone;Product Brand Image;Product Knowledge;Perceived Risk;Consumer Purchase Behavio
Date:	2011-07
Issue Date:	2011-10-04T08:40:20Z (UTC)
Abstract:	Media coverage relating to the explosion or malfunction of knock-off mobile phones is frequently reported in Taiwan in recent years. Most of the knock-off mobile phones are sold with only 40 to 50% price of the original branded phones. Behind these unreasonable low price sales, business ethics and consumer right are ignored while the product brand image is also damaged. However, product brand image is one of the key factors to business success and it is one of the important influential factors affecting consumer purchasing behavior. This study chose the highly competitive mobile phone market as the subject to explore the influence of product brand image. The impact of personal product knowledge and perceived risk on consumer purchasing behavior were also examined. By literature review, the research framework among product brand image, product knowledge, perceived risk, and consumer purchasing behavior was proposed. This model was examined by the questionnaire survey conducted among 400 mobile phone customers in the southern Taiwan. Statistics software SPSS 12.0 was used to analyze the questionnaire survey results and hypothecs were also examined. The following results were found: ‧Product brand image and product knowledge had a positive and significant effect on consumer purchasing intentions. ‧Personal perceived risk had negative and significant effects on product brand image, product knowledge, and consumer purchasing behavior. ‧Personal product knowledge and perceived risk were the mediating variables to product brand image and consumer purchasing behavior.
Relation:	Business And Information 2011
Appears in Collections:	[ ] Conference Papers

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