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


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.