<abstract xmlns="http://www.w3.org/1999/xhtml"><p> This study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this study and three hundred questionnaires are sent to graduate students, who have experiences purchasing in E- commerce. There are 185 responses and only 183 valid responses. Our results verifies that brand image positive influence on attitude on e-commerce. Furthermore, we find that consumer purchase attitude significantly influence purchasing intention. Finally, we prove that purchasing intention also significantly influences consumer loyalty. The contribution of this study has proven that brand image affects consumers' purchasing attitude.</p></abstract>

This study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this study and three hundred questionnaires are sent to graduate students, who have experiences purchasing in E- commerce. There are 185 responses and only 183 valid responses. Our results verifies that brand image positive influence on attitude on e-commerce. Furthermore, we find that consumer purchase attitude significantly influence purchasing intention. Finally, we prove that purchasing intention also significantly influences consumer loyalty. The contribution of this study has proven that brand image affects consumers' purchasing attitude.

The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

This study intends to investigate the relationships of brand image, consumer purchasing attitude, intention, and loyalty. Purposive sampling is adopted in this...

The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan

Published Online: Jan 18, 2019

Page range: 91 - 104

DOI: https://doi.org/10.2478/sbe-2018-0037

Keywords
consumer preference, E-commerce, purchasing attitude, intention, loyalty

© 2019 Cheng-Ta Lin Lin, Shuang-Shii Chuang, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The Importance of Brand Image on Consumer Purchase Attitude: A Case Study of E-Commerce in Taiwan

Published Online: Jan 18, 2019

Page range: 91 - 104

DOI: https://doi.org/10.2478/sbe-2018-0037

Keywordsconsumer preference, E-commerce, purchasing attitude, intention, loyalty

© 2019 Cheng-Ta Lin Lin, Shuang-Shii Chuang, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
consumer preference, E-commerce, purchasing attitude, intention, loyalty