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.

Today's consumers are increasingly concerned about corporate social responsibility (CSR). However, most consumers still know little about the real CSR performance of firms. If consumers are aware of the real CSR performance of firms, will they buy more from good firms and less from bad firms? This study aims to answer this question. This study first used the focus group technique to find out what aspects of CSR consumers cared about. It then ran an experiment to explore how a firm's CSR performance might affect consumers' intent to buy its product. Forty university students joined 6 sections of focus group discussion, with 5 to 11 students in each section. A convenience sample of 200 university students took part in the experiment, and they were randomly divided into 4 groups with 50 students in each group. In the experiment, each participant read a description of a fictitious shoe manufacturer and its environmental and philanthropic performance. Both the environmental and philanthropic performance could be either good or bad, and the experiment was thus a 2 (environmental performance) by 2 (philanthropic performance) design. Results showed that when participants were made aware of the firm's environmental or philanthropic performance, they would be more intended to buy from the good firm than from the bad firm. However, participants' environmental and philanthropic concern was not related to such an effect of CSR performance. Implications of these findings for the government and businesses are discussed.

The research objects are Tickets Group Buying Websites, to explore the correlation between Perceived Risk and Purchase Intention, including website trust and perception of price. The main purpose is to investigate consumers' tickets group buying behavior, and to understand the consumers' perceived risk interactions with perceived price, trust in tickets group buying, and the impact of people¡¦s purchase intention. This research takes the questionnaire survey; we collect total 301 available samples. Use percentage, average, correlation analysis and regression analysis. The study result indicated that main consumer in ticket group buying are women; the major consumer age groups is 19-29 years old, their income per month is bellow fifty thousand; and most of consumer who lives in northern area in Taiwan. The main reasons that people who willing to use ticket group buying are cheapest price and easy to buy. The key reasons people who do not buy ticket group buying are using time limit and lower service quality. In this research, we found that when consumer has higher website trust, the perceived risk will be weaken; besides the purchase intention will be strengthen. The trust has significant effects on consumer¡¦s purchase decision in ticket group buying. This study also founds that consumer have lower perceived price having higher perceived risk and having lower purchase intention.

This research will discuss the effects of framing promotion messages to different price level products. Consumers will perceive the difference of significance of savings, and the different perceptions of retailer¡¦s tactics in price promotion: inflating the regular price before a promotion and a permanent price reduction. If it has differences on promote effects and purchase intentions when using the different promotion type. Finally, this research uses price consciousness to make deep investigation. To understand if consumers with different price consciousness have different perceptions on the subject of the effects of framing price promotion messages. In this research, we find that for the high-price product, consumers perceive a price reduction framed in dollar terms as more significant of savings than in percentage terms. For the low-price product, consumers perceive a price reduction framed in percentage terms as more significant of savings than in dollar terms. But the effects of framing price promotion messages have no significant effect on consumer¡¦s perception of whether retailers use tactics or not. It is no significant effects of promotion type ( coupon v.s discount ) on the perceived significance of the savings. Consumers consider that the lower likelihood of retailer¡¦s tactics using in coupon promotions. In purchase intentions, consumers are more likely to purchase in coupon promotions than in discount promotions. It is no significant difference on different price consciousness consumer to the subject of the effects of framing price promotion messages. We can¡¦t find that whether it has relationship between price consciousness and the effects of framing price promotion messages.

The rapid increase of available products and information on the Internet has created new problems for consumers. In stead of not having adequate alternatives, consumers have to spend a lot of effort in filtering and processing information. Overcoming information overload becomes a key issue for information search. As a result, information filtering and product recommendation become increasingly popular among on-line stores. These e-stores can collect user preference and use the information for product recommendation and personalized services. The purpose of recommendation systems is to increase consumers¡¦ purchase intentions, which may be affected by many factors. The objective of this study is to investigate factors that may affect the purchase intention of consumers. More specifically, the research adopts two theories, the elaboration likelihood model and the social influence theory, to build a research framework. We assume that the recommendation message affect consumer attitudes and intention through information and social influences. A laboratory experiment was conducted that use books and movies as two products to test the theory. The results indicate that purchase intention was affected by the attitude toward the recommended product and informational influence. The attitude toward the recommended product, informational influence, and normative social influence were affected by the type of the products and web comments on the product. Different recommendation approaches also affected consumers¡¦ perception of informational influence. The contribution of the research is two folds. First, we develop a theory that can be used to interpret the effect of different factors in the recommendation process. Second, the results have explored much insight into how product recommendation affects consumer attitude and purchase intention and can also be used in designing recommendation systems.

This research investigates how different types of electronic word-of-mouth affect consumer¡¦s attitude and purchase intention. Using the product types drafted by Ratchford (1987¡^as the moderating variable, this research explores the relation between different types of electronic word-of-mouth and consumers¡¦ product attitude and purchase intention. Ratchford (1987) divided the products into four categories along two dimensions, the consumer ¡§involvement¡¨ and ¡§rational vs affective¡¨ attitude. An experimental study was conducted using electronic word-of-mouth collected from Internet group discussion forums to find how different types of electronic word-of-mouth (product introduction, positive reviews and negative reviews) affected consumer¡¦s attitude and behavior. The results indicate that the nature of electronic word-of-mouth did affect consumer attitude toward the product and purchase intention. Major observations include the following: 1. Negative electronic word-of-mouth has resulted in lower attitude and purchase intention for ¡§Low involvement¡¨ product. 2. No significant difference exists between different types of electronic word-of-mouth for ¡§High involvement¡¨ product. 3. For ¡§Rational product¡¨, neutral message that only provided product description¡¨ turned out to create higher satisfaction, while positive and negative word-of-mouth had no significant effect on consumer attitude and purchase intention. 4. For ¡§Affective product¡¨, positive electronic word-of-mouth has more satisfaction on the consumer¡¦s attitude and purchase intention.

Effect of the On-line Personal Services on Store Image and Purchase Intention in Electronic Stores

This is a brand and innovation dominated era; a clear and strong brand makes a company easily identified by consumers in an intensively competitive market, and innovation leads a company to a high value blue ocean. Notebook is one kind of global products of which different stages of a value cahin are dispersed to those locations around the globe where value added is maximized or where costs of value creation are minimized. Since notebooks of different brands have similar global products attributes, brands are what make those notebooks differentiated from competitors; thus, the band origin effect may be a factor that influences a consumer¡¦s purchasing dicision. The research takes notebook as an empirical study object to discuss the interrelationship among product innovation, brand country-of-origin effect, brand equity and purchase intention. The research finds that product innovation and brand country-of-origin effect are significantly related, and there is significant difference of product innovation based on differenct brand country-of-origin. Besides, brand country-of-origin has significantly positive effect on brand equity and purchase intention. Though product innovation, however, doesn¡¦t have significantly direct effect on purchase intention, it has significantly direct effect on brand equity, and it has indirect effect on purchase intention if mediated by brand equity. Moreover, there are significantly differences on product innovation and brand equity based on different notebook brands. Also, brand equity has significantly direct effect on purchase intention.

In recent years, many sexually attractive PR females can be seen at every exhibition. They are top models, stars, adult video actresses, poster girls, show girls, etc. A lot of literatures have mentioned that females are frequently objectified and commercialized in order to satisfy the desire of males in a patriarchal and capitalistic society. Due to the changing trends, saleswomen reveal different appearances in various frameworks of exhibition. Sexually attractive females have become the key persons in the exhibition; their mission is not only to soften the atmosphere permeated by cold hard products, but also to attract visitors, engage in customer relations, and achieve the expected turnover. The study subjects were visitors at the 2007 Kaohsiung Computer Multimedia and Audio Exhibition. By answering the questionnaires their ¡§visiting purpose¡¨ and ¡§purchase intention¡¨ as well as the ¡§demographic statistic variables¡¨ were all investigated. All data were analyzed via: descriptive statistics, reliability factors, correlation and single-factor variation (one way ANOVA). The correlation and study assumptions can therefore be verified. The research results showed that there is a correlation among ¡§visiting purpose¡¨, ¡§purchase intention¡¨ and ¡§demographic statistic variables.¡¨ It proved that the sexually attractive females did not necessarily attract consumers with pure intentions to purchase their desired products, but they did attract consumers who love to ogle scantily clad females or who just want to spend their free time at the exhibition. The demographic statistic variables presented that those sexually attractive females did attract many students under the age of 25, and they were willing to change their purchase intention. Companies can refer to this research in planning their sales strategies and determine special promotions where sexually attractive PR females can be used to help hawk their products, so that the best benefits can be achieved. Keywords: exhibition, feminism, sexually attractive females, visiting purpose, purchase intention

The latest data reveals, in 2008, the total market value of tea beverage in Taiwan exceeded 20 billion NT dollars. Because the tea beverage market is extremely large, there are dozens of brands in the market. When a customer wants to choose a product from kinds of choices, what factors does he/she consider? According to former research, we know that the factors include price, brand, package design, sales promotion and advertisement. However, we still didn¡¦t know how they affect consumers buying tea beverage. Consequently, this study researched that if both package design and brand image have notable influences on consumers¡¦ purchase intention for packaged tea by regression analysis. The major results for the research are as follows: 1.Approximate 90% of respondents usually buy packaged tea in convenient stores. Half of them indicate that their motivations of buying packaged tea are thirst-quenching. More than half of respondents buy Uni-president most frequently, and then is Vitalon. 2.This study uses two tea brands as subjects to test the hypothesis repeatedly. The results revealed that package design have notable influence on purchase intention. So, manufacturers should change the package design irregularly and try to analyze the merits and drawbacks to improve the package. 3.The results also revealed that brand image have notable influence on purchase intention. It represents that brand image play a significant role in a consumer¡¦s purchasing process. Manufacturers should pass through the basic threshold, or their products would not be acceptant by consumers.