QQ China features interactive and connective online channels that generate social relational resources, encourage individual engagement, and facilitate embedded economic potential. The objectives of this research are to describe QQ users’ demographics and virtual behavior characteristics, to identify the underlying dimensions of relational social capital and virtual engagement, and to investigate the impacts of social capital and virtual engagement on purchase intention. Results from an analysis of data (n = 216) from China reveal the significant impacts of relational social capital and virtual engagement on purchase intention. First, functional purchase motivations, channel usage, and purchasing behaviors are captured to portray characteristics among QQ’s users. Second, trust, identification, and norm of reciprocity are primary antecedents to predict purchase intention in QQ. Third, three dimensions of relational social capital facilitate QQ users’ virtual engagements. Finally, information seeking and knowledge creation leads to product purchase intention.

The objective of the study is to extend the emerging body and scope of research on consumer’s attitudinal and behavioral responses to online consumer reviews by examining the role of both message content and source characteristics. That is, this study investigates how consumers process online consumer reviews within the context of message and source characteristics, and how these two factors influence consumer’s attitudes toward the review, attitudes toward the product, perceived credibility of the reviewers, and purchase intention. From this perceptive, the study broadens the understanding and importance of message and source factors to the persuasiveness of online consumer reviews. / text

Retailers increasingly are connecting with consumers using social media. This two-way, networked communication method facilitates word-of-mouth that may ultimately impact retailer loyalty. The purpose of this study was to examine motivations of consumers’ purchase intention from apparel Facebook retailers, and the relationship between purchase intention and loyalty. Consumer motivations were examined in terms of the utilitarian values of cost, convenience, and information and the hedonic values of experiential shopping, bargain perception, sociability, and curiosity. The relationship of purchase intention and loyalty also was investigated. The instrument was developed from existing scales drawn from literature. A consumer panel (N = 250) of Facebook users that connect to apparel retailers was used to collect data through an online Qualtrics survey. Statistical analysis included descriptive statistics of frequency and crosstab distributions, factor analysis, and regression analysis. Factor analysis resulted in four dimensions including convenience, information, experience, and bargains. All motivators were found to be significantly related to both purchase intention and loyalty for this consumer group. The variable with the strongest relationship to both purchase intention and loyalty was experience. Additionally, a strong relationship was found between purchase intention and loyalty. Lastly, practical business implications are reviewed, in addition to limitations of the study.

English is a global language which is associated with modernity and in advertising, English is used to associate products with modernity in the minds of the consumers. In non-English speaking countries, modernity-related products are more often advertised in English than products unrelated to modernity. Despite this, no previous research has proven that consumers’ purchase intention is higher for modernity-related products advertised in English compared to the same product advertised in the native language. Through an online-survey with a between-subject design a quantitative field experiment was conducted. It was found that consumers had a higher purchase intention for modernity-related products advertised in English compared to the same products advertised in Swedish and that consumers’ purchase intention was higher for products unrelated to modernity advertised in Swedish compared to the same products advertised in English.

Business professionals have always been intrigued on how to increase purchases through advertisements. Digital advertisements are a new medium in which businesses can utilize to connect with consumers. In this study, participants (n = 126) were presented advertisements on a Qualtrics survey that manipulated color (warm and cool) and font size (large and small) across three product types (electronics, food, and automobiles) to examine the effects of Purchase Intention. There were no significant main effects or interactions of color and font size on Purchase Intention throughout each product type. However, color and font size impacted other factors (Perception, Memory, and Appeal) in the study and showcased significant findings in Electronic and Automobile advertisement product types. These results have implications for the effectiveness of advertising in digital mediums, the power of personally tailoring advertisements to individual consumers, and ultimately converting prospective window shoppers to paying customers.

There are hundreds of channels in Taiwan. Because of computer and internet developing, people in Taiwan communicate easily to everyone in the world. It causes conflicts and challenges such as economy, business, and culture. The main source of profits in channels and web is advertising. According to AC Nielsen in Taiwan, Advertising industry in Taiwan outputs $40 billion in 2007, and its growing can figure out in future. So this study is to discuss the influence of Advertising Effectiveness in Product Involvement and Purchase Intention. This study set to sampling 18-40 years old. It includes male and female. The methods of this study are such as Descriptive Statistics, Multiple Regression, and ANOVA. The Advertising Effectiveness is the moderator in this study. To discuss the issues of the moderator model explains the effect of strength and direction of Purchase Intention. The hypotheses of this study are presented as follows: 1.Product Involvement has statistically influence on Purchase Intention. 2.Advertising Effectiveness has statistically influence on Purchase Intention. 3.The interaction of Product Involvement and Advertising Effectiveness as statistically influence. The conclusions are presented as all hypotheses to show: 1.On Purchase Intention, the Product Involvement will influence consumers¡¦ purchase decision. 2.Advertising also influence consumers¡¦ purchase decision. 3.The effect of the interaction explains synergy from Product Involvement and Advertising Effectiveness to consumers.

The perceived risks would produce when consumers want to purchase, they would use the media to collect product information to reduce the risk. So this study would investigate the difference between the perceived risk and purchase intention in the single media or in the cross-media which is combined by telephone and internet. In this study, the product is set to shampoo to avoid the impact of product involvement, and the sample focus on people who have used two kinds of phone and Internet media. The study adopts the experimental method which used in the campus of National Sun Yat-sen University. The sample can be divided into 4 groups which included the experimental and control teams; they totally collect 188 valid questionnaires. The results showed that the cross-media which composed of phone and Internet can reduce the consumer perceived risk, but only one kind cross-media which is ¡§touching the internet after telephone¡¨ can increase the purchase intention. The results would help the company to market, but it should follow one principle which was committed to "reducing the financial risk perception". Besides, this study confirmed that the purchase intention has an opposite correlation to perceived risk in the cross-media and single media again, the conclusion is consistent with the previous studies.

Since 1989 government due to the economic liberalization and internationalization policy operation, the privatization of public enterprises as one of its specific policies. So state-owned enterprises to seek business strategy that towards the diversification of development. Brand extension of the approach is state-owned enterprises typically use the marketing strategy. For example, Taiwan Sugar Corporation entered the biotech cosmetics industry, the introduction of Stanlen series of cosmetic products. CPC Corporation branched out into health food industry, in petrol station sale of a series of health food stations. State-owned enterprises in the introduction of extension products is often accompanied by promotional activities conducted. According to scholars, Mela, Gupta and Lehmann (1997) found that long-term use of price promotion strategy (e.g.: discounts), may have a negative impact on the brand. Therefore, this study is to investigate the marketing activities with the brand extension strategy for the extension of product attitude and purchase intention impact, and the extension fit whether interfere with or affect the effectiveness of brand extension strategy. This study adopt 2 (state-owned brand attitude: good attitude, bad attitude) X2 (Promotion Type: Price promotions, non-price promotion) X2 (extension fit: high, low) experimental method. Discussing independent variable state-owned brand attitude and Promotion Type, interfere with variable extension fit , to dependent variable purchase intention and extension of product attitude interaction effect. state-run business of Taiwan Sugar Corporation and Taiwan Water Corporation, which produce the packaging water as the brand of experimental. And promote type (price, non-price) and the extension fit (high, low) composed of four kinds of scenario, each scenario sample number of 41 ~ 43, the total valid sample size was 167, mainly test on three university of the students in Kaohsiung. The results showed, the subjects of the original state-owned brand attitude will be transferred to the extension product, thereby affecting the purchase intention and extension product attitude. The subjects which to price promotion have more purchase intention than non-price promotions, but do not affect the extension product's brand attitude. Different extent ion fit will interfere purchase intention and it will effect different attitude, promote type, extension product's attitude.

According to ACNeilsen survey, the consumers in Taiwan have more brand awareness toward private label of retailers. In 2005, there had 87% consumers who went shopping in supermarkets or hypermarkets knew private label. Moreover, according to ITIS research which revealed the total amount of food private brand are 1,088 in Taiwan, and the average amount in hypermarket are 363, and second are convenience stores and supermarkets. However there is still huge gap between hypermarkets and convenience stores. Thus this situation reveals the potential market for private label of convenience stores. In 2008, 7-11 launched its own private brand 7-SELECT, and to differentiate from other low price position, 7-SELECT provide best price for the value. And it had great performance when it first time to market. Therefore this research will investigate the key success factor of 7-SELECT, and through four dimensions which are price, product and design, store image and promote and the intervening variable brand equity to explore purchase intention. According to data analysis, it is obvious that price, product and design, store image and promote affected purchase intention. This means a customer bought 7-SELECT may base on these factors. However brand equity did not have effect on purchase intention, the reasons could be it is still a new brand for one year, and its new product did not promote intensively, and the 7-SELECT layout can not attract customers¡¦ attention. Otherwise, the analysis outcome reveals there is not strong linkage between brand equity and 7-SELECT, and this result can provide the reference to retailers who develop their own private label.

The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association¡Bconsumer characteristics and consumer purchase intention in consumer¡¦s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions 1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market 2. There are the remarkable differences with brand association and purchase intention in dissimilar brands 3. It shows that consumer characteristics have the remarkable difference with some research variables. This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means 1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market 2. In order to creative and maintain competition advantage¡Athe companies must inspect what different between their own brand association and opponent¡¦s own constantly.