| URN |
etd-0722120-145917 |
Statistics |
This thesis had been viewed 208 times. Download 37 times.
|
| Author |
Ya-Hsun Chan |
| Author's Email Address |
jan-0827@yahoo.com.tw |
| Department |
Institute of Industrial Management |
| Year |
2019 |
Semester |
2 |
| Degree |
Master |
Type of Document |
Master's Thesis |
| Language |
zh-TW.Big5 Chinese |
Page Count |
89 |
| Title |
A Study of Brand Image, Experience Marketing and Customer Perceived Value on Repurchase Intention Take Louisa Coffee as an Example |
| Keyword |
Repurchase Intention
LOUISA COFFEE
Brand Image
Experiential Marketing
Customer Perceived Value
Customer Perceived Value
Experiential Marketing
Brand Image
LOUISA COFFEE
Repurchase Intention
|
| Abstract |
In the busy life of modern people, coffee has become an indispensable drink, wake up a cup of coffee, a cup of refreshing in the afternoon, when working overtime, coffee is a necessary drink. Looking at the chain of coffee shops, convenience stores, supermarkets and beverage shops, coffee has gradually caught up with tea in the hearts of the Taiwan people.Since the annual output value of Taiwan's coffee is nearly NT$80 billion , and the coffee market in Taiwan still has a lot of space for growth, so it attracts many chain coffee shops to invest in this market and LOUISA COFFEE performed the most brilliantly in recent years.Taking LOUISA COFFEE as an example, brand image. experiential marketing and customer perceived value on repurchase intention of explores the influence, so as to understand the orrectness of marketing strategy. The data was analyzed by means of Internet questionnaire and SPSS software package. The results showed that 1. Brand image had a significant impact on customer perceived value. 2. Experiential marketing has a significant impact on customer perceived value. 3. Brand image has a significant impact on repurchase intention.4. Experiential marketing has a significant impact on repurchase intention. 5. Customer perceived value has a significant effect on repurchase intention. |
| Advisor Committee |
Chiu-Tang Lin - advisor
Chun-Han Shih - co-chair
Tung-Liang Chen - chair
|
| Files |
indicate access worldwide |
| Date of Defense |
2020-06-27 |
Date of Submission |
2020-07-27 |
