Open AccessBrand Image and Service Quality on Purchase Intentions: Evidence from the Chain Cram Schools in Taiwan
Author(s) -
TsengChung Tang,
LiChiu Chi,
Chih-Han Tsai
Publication year - 2020
Publication title -
international journal of humanities and applied social sciences
Language(s) - English
Resource type - Journals
ISSN - 2471-7576
DOI - 10.33642/ijhass.v5n7p1
Subject(s) - descriptive statistics , likert scale , service quality , psychology , sample (material) , advertising , quality (philosophy) , service (business) , regression analysis , marketing , brand image , reliability (semiconductor) , scale (ratio) , perspective (graphical) , statistics , business , mathematics , geography , developmental psychology , philosophy , chemistry , power (physics) , physics , cartography , epistemology , chromatography , quantum mechanics , geometry
The purpose of this study is to investigate the influence of brand image and service quality on consumer purchase intention from the perspective of the Taiwan cram school industry. The research involved a questionnaire survey of parent consumers of primary school pupils attending cram schools. A 37-item, five-point Likert scale questionnaire was used to collect the data. From the total sample size, 430 responses representing 84.15 percent were found useable for analysis. The data were then analyzed using the SPSS software for reliability analysis, descriptive statistics, factor analysis, independent sample t-test, One Way Analysis of Variance, Pearson product-moment correlation, and regression analysis. The results indicate that both brand image and service quality are significantly positively correlated with purchase intention, and that service quality as compared to the brand image is more positively related to purchase intention. Additionally, this study finds evidence that both brand image and service quality are significantly positively predictive of purchase intention.