消費情境、品牌形象對行為意圖關係之研究─以台中市中友百貨為例

In view of the competition among department stores is getting intensified. Recently, department stores usually competed with others by giving customers some discount or sending them gifts. However, the result of price war is that businesses are hard to raise their profits. This research probes into the consumption situation in relation to brand image, and their relationship with the behavioral intentions, and analyzing the difference between those three variables in different consumers' background. This study is focus on the consumers of Chungyo department store in Taichung, the questionnaire was adopted judgmental sampling in the research, sent out 150 questionnaires altogether, acquired 120 effective questionnaires. The descriptive statistics socio-demographic was analyzed by SPSS 12.0, that including descriptive statistics, t-test, factor analysis, reliability analysis, correlation analysis and regression analysis. The findings of this study are as follows : (1)The main consumers is female, the age mostly was ranging between 21-30 years old, single, student, the average monthly income below 20,000 NTD. and ranging between20,001-40,000 NTD. , to come together with friends ,the average consume at Chungyo department store is mostly ranging between 1,001-3,000 NTD.(2)The results showed that the consumption situation, brand image has significant effect on behavioral intention.(3)Consumption situation and brand image can effectively predict behavioral intentions from the consumers of Chungyo department store. Specifically, ”Symbolic” was the highest predictor, this was followed by ”Social environment”.