英文摘要 |
In recent years, regardless of Taiwan, Japan, Korea, the U.S. brand of faculties, drug store more and more, have a different marketing tactics to seize the Taiwan market, drug store, and Watson back in 1987, the official shop in Taiwan, Asia Watson largest individual drug store stores, the highest for the Asian countries, more for the drug store chain in Taiwan before the market trend and leadership who were. As the drug and cosmetic products with our daily lives, this study as an example to Watson's drug store market, want to explore the store image, perceived value and purchase intentions of the three correlation. This study used questionnaires to have in the Greater Taipei area Watson has consumer experience the mass of the questionnaire were issued, the results show that the store image on perceived value was positively related to perceived value on purchase intention was positively related to store image on purchase intention was positively related to population variables on store image, perceived value and purchase intentions were significantly different. And the results of the drug store for the industry proposed to increase the perceived value and store image suggestions. |