| dc.description.abstract | Brand image plays an important role in marketing. Many research scholars have proposed research successively on how brand image affects consumer purchase behavior, but most of them emphasized on the interacting relations between brand equity and customers. Less of them investigated the influences on consumer purchase behavior from the aspect of brand image. As earlier relevant research of coffee shop’s brand image on consumer purchase behavior mostly investigated into the store’s image or the services it offered on consumer purchase behavior, not many research had done analysis from the aspect of brand image. Therefore, we chose Starbucks Coffee and 85℃ as the research subjects and adopted the structural model of brand image proposed by Biel(1992) as the foundation, to explore the influences on consumer purchase behavior in terms of three aspects of brand image from different sources, product image, corporate image and national image, and of the measurement scale developed from the past relevant references. Moreover, as literature shows that consumer involvement has influences on consumers’ awareness of brand image, this study thus added consumer involvement as a moderating variable, in order to investigate the interfering effects between brand image and consumer purchase behavior.
In this study we chose university students as the research subjects since they were the main targets of the chain coffee stores. 156 copies of questionnaire were retrieved effective by convenience sampling. We used Confirmatory Factor Analysis (CFA) and Hierarchical Multiple Regression Analysis to prove the hypotheses. Our findings are as follows. Product image, corporate image and national image of brand image have positive effects on consumer purchase behavior. The brand image and the consumer purchase behavior of Starbucks Coffee had been interfered by consumer involvement. The brand image and the consumer purchase behavior of 85℃ had not been interfered by consumer involvement.
The study by means of the development of the academic research, conclude four practical suggestions for business owners on management strategies. The study suggests that Starbucks Coffee and 85℃ should elevate consumers’ purchase intention by creating differentiation from their needs among products and should hoist the recognition from consumers by the excellent corporate image built from the company’s social responsibilities. Furthermore, Starbucks Coffee should use its invisible asset, brand image, to extend its business scale and to provide even more consumer services. Also, 85℃ stores can proceed internationalization by means of its innovative management mode to provide consumers with diverse products, like bread and cake, in order to compete with Starbucks Coffee.
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