A Study on the Correlation among Brand Image, Perceived Risk, and Purchase Intention in Food and Beverage Industry

Résumé

Food and beverage industry, among leisure industries in service industry, appears the fiercest competition in past years. In face of the violent competition in the market, food and beverage industry gradually emphasizes and understands the management of brands, designs experiencing environment, creates atmosphere and situations, as well as shapes customer experience and consumer experience to satisfy consumers? desires and needs. Since brand has become the important asset for the sustainable development of an enterprise, a brand could retain customers and attract customers for several times of consumption. Aiming at the customers of The Grand Hi Lai Hotel, total 300 copies of questionnaire are distributed, and 242 valid copies are retrieved, with the retrieval rate 81%. The research results show significantly negative effects of 1.brand image on perceived risk and 2.perceived risk on purchase intention as well as remarkably positive effects of 3.brand image on purchase intention. According to the results, suggestions are proposed, expecting to help food and beverage industry establish brand image, effectively grasp consumer needs, and attract consumers? visit to achieve the goal of sustainable management.