碩士 / 康寧大學 / 企業管理研究所 / 107 / As the times progress, the popularity of the Internet has changed the way the consumers consume and behave. The online stores have advantage of opening 24-7 without the limitation of time and space. This study aims to understand the correlation between the brand awareness, word of mouth and difference of purchase intention about on-line shopping from different background consumers.
This research was conducted through a questionnaire survey, and its subject were mainly consumers of Shopee network platform. The effective sample size was 397, and the effective sample recovery rate was 88.2%. Data analysis was performed by reliability analysis, descriptive statistics, independent sample t test, one-way analysis of variance and regression analysis. The results are as follows:
1. There have significant differences about brand reputation from people who have different genders, ages, educational level, working years, personal monthly income, and monthly online shopping frequency.
2. There have significant differences about word of mouth from people who have different genders, ages, educational level, marital status, personal monthly income, and monthly online shopping frequency.
3. There have significant differences about purchase intention from people who have different genders, ages, educational level, marital status, working years, personal monthly income, and monthly online shopping frequency.
4. The higher the brand image, interactive word-of mouth, electronic word-of-mouth, the higher the predicted purchase intention.
| Identifer | oai:union.ndltd.org:TW/107LU000321023 |
| Date | January 2019 |
| Creators | LIN, JING-YA, 林靖雅 |
| Contributors | LIU, HAN-YU, CHANG, I-PIN, 劉瀚榆, 張益賓 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 71 |
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