Table 15.
Experimental results of research hypotheses.
| Hypothesis No. | Hypothesis proposition | Verification of conclusion |
|---|---|---|
| H1 | Brand elements can impose a positive impact on the consumers' purchase intention | Established |
| H1a | Brand character can impose a positive impact on the consumers' purchase intention | Established |
| H1b | Brand value can impose a positive impact on the consumers' purchase intention | Established |
| H1c | Brand culture can impose a positively affects the consumers' purchase intention | Established |
| H2 | Brand elements can impose a positive impact on the experience value | Established |
| H2a | Brand character, brand value and brand culture can, respectively, impose positive impacts on the functional value | Established |
| H2b | Brand character, brand value and brand culture can, respectively, impose positive impacts on the emotional value | Established |
| H2c | Brand character, brand value and brand culture can, respectively, impose positive impacts on the social value | Established |
| H2d | Brand character, brand value and brand culture can, respectively, impose positive impacts on the service value | Established |
| H3 | Experience value can impose a positive impact on the consumers' purchase intention | Established |
| H3a | Functional value can impose a positive impact on the consumers' purchase intention | Established |
| H3b | Emotional value can impose a positive impact on the consumers' purchase intention | Established |
| H3c | Social value can impose a positive impact on the consumers' purchase intention | Established |
| H3d | Service value can impose a positive impact on the consumers' purchase intention | Established |
| H4a | Functional value can play an intermediary role in the relationship between brand elements and consumers' purchase intention | Established |
| H4b | Emotional value can play an intermediary role in the relationship between brand elements and consumers' purchase intention | Established |
| H4c | Social value can play an intermediary role in the relationship between brand elements and consumers' purchase intention | Established |
| H4d | Service value can play an intermediary role in the relationship between brand elements and consumers' purchase intention | Established |