期刊刊名：管理科學研究 　 卷期：14卷1期

篇名出版日期：2020年6月1日

作者：Hsin-Kuang Chi,Zhi-Hai Peng,紀信光,彭志海

語言：English

關鍵字：Brand Image, Brand Loyalty, Purchase Intention, Customer Online Review,品牌形象,品牌忠诚度,購買意願,網絡評價

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摘要：
The study aims were to explore the effects of brand image, brand loyalty, customer online review, and purchase intention on the baking industry in Malaysia. The results are (a) the relations among the brand image, brand loyalty, customer online review to purchase intention are significant and positive effect, (b) customer online review has a moderate effect between brand loyalty and purchase intention, (c) brand loyalty has a mediating effect between brand image and purchase intention. The study uses a questionnaire by convenience sampling as the survey method to collect data. The sample in this thesis was collected by sending 380 questionnaires to a Malaysian citizen who has been consumed in any bakery in Malaysia and 368 were valid. The study applied hierarchical regressions, which tested moderating or mediating effects. The study showed that customer online reviews have no moderate effect on loyalty customers. Customer online review has influenced to non-loyalty customers.

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