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The Effects of Brand Awareness and Price Promotion on Purchase Intention

Year: 2024

Type: article

Abstract: The purpose of this study was to explore the impacts of brand awareness, price promotion, and impulsive buying traits on Taiwanese high mountain tea purchase intentions. A quota sampling design was employed to collect information. A total of 700 questionnaires were distributed to 10 tourist areas in Alishan Township, Chiayi, Taiwan (70 questionnaires in each tourist area) with an effective response rate of 98.3%. Structural equation modeling was employed to verify the relationships among the proposed models. The results showed that brand awareness and price promotion had positive influences on purchase intention. Impulsive buying traits did not moderate the relationship between brand awareness and purchase intention but moderated the relationship between price promotion and purchase intention. Based on the results and discussion, suggestions are given for tourists, business operators, and future researchers.

Source: International Journal of Asian Business and Information Management

DOI: 10.4018/ijabim.358619

Authors: Hong-Wun Chen, Ko-Chia Chen, Li-Wei Liu, Zi-Hong Guo, Chih-Wen Tsai

Institutions: Chaoyang University of Technology, Tainan University of Technology, National Pingtung University, National Chiayi University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404422600

FWCI: 0.933

Cites: 34

Cited by: 2

Related to: 10