The cloud technology has become the hot topics of the information technology industry in these recent years, and it is one of the focal point intellectual industry in our government. However, most of enterprises still have some concerns for cloud technology. The information security of the cloud technology, the profitability and the cost saving for the enterprise and the others are the major concerned factors for the enterprises The aim of this study is to comprehend the market of cloud technology does really understand what the enterprise¡¦s intention for using cloud technology, does really understand what the key-points are the enterprises¡¦ intentions about adopting the cloud technology. And the risks influence that enterprise is facing when using the cloud technology. The third one is that using the subjective product knowledge measure how much the enterprises understanding of cloud technology. This study used questionnaire type, and there are the measurable samples of 228 in this study. Using SPSS and partial least squares method (the partial least squares, PLS) analyze the descriptive and path analysis. The results of the research are, the subjective product knowledge positively affects the risks of the enterprises using cloud technology. Most of the risk factors, such as the financial risk, safety risk, technology risk and human risk, negative affect the intension for enterprises using the cloud technology. And the subjective product knowledge positively affects the enterprises adopting cloud technology. According to the research findings, this study provides useful insight for the further development of the cloud technology.

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Nowadays, most consumers prefer products with originality, fashion and innovation, and seek for quality and design. In addition, by the effects of the popularized knowledge of media products, the increasing educational level, the change of social concepts and the frequent interaction between human-beings, the demand of multimedia merchandises is raising and the expenditure is also increasing. The purpose of this study is to discuss the impact factors of purchase behavior by impulse buying and the relationship between the background knowledge to products and the purchase intention in multimedia expos in Kaohsiung area. After deleting invalid questionnaires, 501 of 550 research objects who were the consumers in the multimedia expo in Kaohsiung were taken into this study. The results which were made by research tools such as impulse buying scale, impulse buying behavior factors scale, product knowledge scale and purchase intention scale through statistic methods including reliability test, item analysis, factor analysis, descriptive statistics, independent samples t test, One-way ANOVA, Pearson's product-moment correlation and level regressions are as follows. (1) Significant differences can be seen in the catalogues of gender, marital status, age, educational level, occupation, average monthly wagers upon impose buying and the impact factors of behavior in the Multi Media Expo.(2) Consumers of various age or occupation have different knowledge level regarding the products. (3) Significant differences of purchase intentions between consumers in various educational levels in the multimedia expo. (4) Positive significant impacts of purchase intentions impacted by impulse buying especially in some promotion ways of advertisement, shopping situation and payment terms. (5) Significant influences of the impact between the consumers¡¦ shopping intentions and product knowledge. (6) Significant impacts in impulse buying personality to impulse shopping behavior and purchasing intention with positive interference between impulse shopping personality and purchasing intention. Negative impact occurs on shopping situation and purchasing intention regarding to impulse buying personality. (7) Significant interference impact on knowledge of products and shopping intention regarding to impulse buying personality. To conclude, except explaining and discussing the applications of the research result, the following suggestions were also mentioned to the exhibitors. (1) Combine marketing policies and product advertisement to raise the marketing performance. (2) Arrange better endorsements to attract the crowds. (3) Flexibly utilize quantitative promotions and main commodities to create a purchasing rush. (4) Properly plan the expo venue and improve the service quality to create situational stimuli. (5) Exercise various paying methods to improve the shopping intention of young people. (6) Make the best use of the consumers¡¦ product knowledge to improve shopping intention. (7) Utilize the interference impact of impulse shopping personality to raise the consumers¡¦ shopping intention. Moreover, some advices for future research were also mentioned.

Thesis (M.M. (Strategic Marketing))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2015. / Cross-selling remains the easier and most cost effective option for companies to grow revenues and achieve profitability as compared to growing revenue by acquisition of new customers. Many firms are seeking to grow their revenue and achieve high levels of customer loyalty. These firms and industries across the world are turning to cross selling as the solution. Many factors, such as merger and takeovers, result in firms having multiple product lines and silos with sales people focused according to these product divisions. What becomes more difficult is identifying which factors will lead to more integrated teams that are motivated to engage in cross selling. This study seeks to address some of the challenges that result in lower motivations levels of sales people to engage in cross selling. Financial incentives, product knowledge and recognition are studies to determine their influence on motivation to cross sell products from other divisions in a firm. A review of literature was conducted to study the influence of financial incentive, product knowledge and personal recognition on work motivation. These three constructs were then extended into a quantitative study of how they influence sales people’s motivation to engage in cross selling. The findings uncovered that salespeople consider product knowledge as a key inhibitor for them to engage in cross selling. The results also revealed a close contest with financial incentives and personal recognition also having positive influence on their motivation to engage in cross selling. Consistent with existing literature from social studies, it cannot be overemphasised that product knowledge empowers sales people and gives them the confidence to cross sell in an industrial sales environment.

In the dynamic global environment of today, understanding how travelers acquire information is important for marketing management decisions (Srinivasan 1990; Wilkie and Dickson 1985). For destination marketing managers, understanding information search behavior of travelers is crucial for designing effective marketing communication campaigns because information search represents the primary stage at which marketing can provide information and influence travelers' vacation decisions. Therefore, conceptual and empirical examinations of tourist information search behavior have a long tradition in tourism marketing literature (Etzel and Wahlers, 1985; Fodness and Murray, 1997, 1998, 1999; Perdue, 1985; Schul and Crompton, 1983; Snepenger and Snepenger 1993; Woodside and Ronkainen, 1980). Even though several studies examined travelers information search behavior and the factors that are likely to affect it, they all examined travelers' prior product knowledge as a uni-dimensional construct, most often referred to as destination familiarity or previous trip experiences (Woodside and Ronkainen, 1980). However, consumer behavior literature suggests that the prior product knowledge is not a uni-dimensional construct (Alba and Hutchinson). Alba and Hutchinson (1987) propose that prior product knowledge has two major components, familiarity and expertise, and cannot be measured by a single indicator. In addition, in tourism, little research has been done on the factors that are likely to influence travelers' prior product knowledge and, therefore, their information search behavior. The purpose of this study is to examine travelers' information search behavior by studying the effects of travelers' familiarity and expertise on their information search behavior and identifying the factors that are likely to influence travelers' familiarity and expertise and their information search behavior. A travelers' information search behavior model and a measurement instrument to assess the constructs of the model were designed for the use of this study. The model proposed that the type of information search (internal and/or external) that is likely to be utilized will be influenced by travelers' familiarity and expertise. In addition, travelers' involvement, learning, prior visits and cost of information search are proposed to influence travelers' familiarity and their information search behavior. Even though a very complex travelers' information search behavior model was proposed, only the effects of travelers' prior product knowledge (familiarity and expertise) on travelers' information search behavior were empirically tested due to the complex nature of the model. First the proposed measurement scales were pretested on 224 consumers. After making sure that proposed measures of each construct were valid and reliable, a survey of 470 consumers of travel/tourism services who reside in Virginia was conducted. Structural Equation Modeling (i.e., LISREL) analysis was performed to test the fit of the model. Results of the study confirmed that travelers' prior product knowledge has two components, familiarity and expertise, and expertise is a function of familiarity. Both familiarity and expertise affect travelers' information search behavior. While the effect of familiarity on internal search is positive and on external search is negative, the effect of expertise on internal search is negative and on external search is positive. The study identified a U-shaped relationship between travelers' prior product knowledge and external information search. At early stages of learning (low familiarity), travelers are likely to rely on external information sources to make their vacation decisions. As their prior product knowledge (familiarity) increases they tend to make their vacation decisions based on what is in their memory, therefore, reliance on external information sources decreases. However, as they learn more (become experts), they realize that they need more detailed information to make their vacation decisions. As a result, they start searching for additional external information to make their vacation decisions. / Ph. D.

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Background: Rhetoric can be traced back to antiquity and is today a well used tool within marketing and persuasion. Although rhetoric is said to be the art of persuasion there is a lack of research concerning rhetoric used in personal selling, even though persuasion is one of the most important aspects of personal selling. Personal selling is said to be an underlying factor for companies marketing success, therefore the authors see the importance of researching the relationship between rhetoric and personal selling. To be able to investigate how rhetoric effects personal selling, this thesis was conducted in cooperation with IKEA Jönköping. Through the cooperation with IKEA Jönköping, the authors will gain a unique real-life insight into the phenomenon. Purpose: This thesis aims to understand how rhetoric is used, and what effects the phenomenon has on the interaction between a customer and a sales person. Method: Since very little was previously researched within the use of rhetoric in personal selling, the foundation for the primary data collection was based on the theoretical framework that was developed. 112 observations and 30 semi-structured interviews were conducted during 9 days, in order to observe the phenomenon in its natural environment. Conclusion: When used correctly, arguments (Logos) were used in order to persuade the customer, character (Ethos) created a higher credibility of the sales person and emotional and personal associations (Pathos) lead customers being more trusting towards the sellers. If expertise and a strong character were absent in the interactions the sales persons were generally not successful in increasing customer’s attitudes and purchase intentions. When using the rhetorical methods correctly trust, credibility, loyalty and a positive customer attitude could be achieved by the sales person.

Family business research is a rapidly growing topic of interest. Nevertheless there has been little research explicitly dedicated to the connection between consumers’ and family businesses. This paper gives insight about the influence of the family business brand image and consumers’ purchase intentions. Hereby it was taken into consideration  that  low-involvement and product knowledge can influence this path. This was done by a combination of qualitative and quantitative approaches. The findings showed that consumers associate family business with high quality, passion, heritage, traditions, small companies and craftsmanship. In general these associations do not influence consumers buying behavior. However, specific target groups showed different results. Implications focus on using the family business as a secondary brand image and family businesses should deal with caution when using their origin as a primary brand image.

The industry of mobile communication in Taiwan has recently become the fastest growing representative in the mobile communication related industries in the world. After several years of development, the industry has moved into the application development stage for 3rd generation (3G) technologies. Within the related services offered by 3G technologies, the most noticeable and the earliest one to set into promotion are video phone service. However, since 3G technologies become available in year 2005, the utilization of video phone service and its popularity keeps at slow growth. Scholars have pointed out that the consumers¡¦ perception of the products can have impact on their purchasing and using decisions. Further, some scholars also think that if the consumers believe the risk of change is high; their willingness to accept new services is lowered. Based on the above two factors, this research examines the current status on consumers¡¦ perception on 3G technologies and also investigates the interrelationships among consumers¡¦ perception of the cost of change and the utilization of 3G video phone service. After going through the literature on the subject, this research has categorized consumer knowledge into 4 types. In addition, the switching cost which arising from the change of voice service to 3G video phone service by consumers has also been included into the study. The conclusions and recommendations resulting from the investigation and analysis of current consumer knowledge and the switching cost are as follows: 1.Consumers¡¦ product existence knowledge on 3G video phone service and the persuasion knowledge does not have noticeable impact on its usage intention. However, the product attributes knowledge and the knowledge to purchase and usage have positive noticeable impact on its usage intention. 2.The switching cost for consumers to move from voice services to 3G video phone service has noticeable negative impact on its usage intention for 3G video phone service. 3.Consumers¡¦ persuasion knowledge for 3G video phone service has a negative relationship on the switching cost of change for 3G video phone service.

Modern people pursue skin beauty no longer stays at the stage of basic skin maintenance. Some of them turn to the assist of cosmetic surgery, but some choose to use low-risk and good-effect cosmeceuticals. Recently, the fast growth of beauty care market scale has attracted lots of leading cosmetics brands going to the segmentation of market. Especially, as consumers face many products to choose from, whether country-of-origin and consumers¡¦ product knowledge affect their purchase intention becomes the main point of this study. Furthermore, the study also seeks to explore the customer¡¦s satisfaction toward different Country-of-Origin(COO) and the effect of COO on customer¡¦s satisfaction through using demographics variables and channel types as mediating variables. On the other hand, the relationship between demographics variables and channel types is also worthwhile to examine. This study selects the consumers who have ever used cosmeceuticals from America, France, or Taiwan as the study objects. The results show as the following. First, this study discovers that self-selective and online shopping are the channels which consumers often have access to. Second, the finding also supports that both of COO and consumer¡¦s product knowledge have positive effect on consumer¡¦s purchase intention. Third, consumers using French products are more satisfied than ones using Taiwan¡¦s products. Last, the influence of COO on purchase intention for neither demographics variable nor channel types are not significant.