Дисертації з теми "CUSTOMERS PURCHASING INTENTION"
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1
Prince, Thomas Leslie. "Customer service of floriculture suppliers in the midwestern floral distribution channels : its relationship to retailer satisfaction and purchasing intention /." The Ohio State University, 1989. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487598748020777.
Повний текст джерела
2
HO, CHUN-HUI, and 何春慧. "The Research of Customers' Behavioral Intention in Purchasing Smart Phones." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03519754785225996790.
Повний текст джерелаАнотація:
碩士高苑科技大學
經營管理研究所
100
With the progress of science and technology, A person who has a smar tphone is seemed to be an omnipresent behavior. The marketplace of smart phones becomes growing. Also, it’s the most common headline in the news. Therefore, updating development of smart phones becomes the hottest topic now. In this study, we based on the Theory of Planned Behavior (TPB). By using linear structural equation and analyzed it with statistic software Amos17.0 and SPSS Statistics 17.0 to prove “the behavior intention of consumers to buy a smart phone” to get the results: I. Amongst “ Behavioral Intention” factors that affect customers' purchase of smart phones, “Attitude” is the most influential, and then secondly “Perceived Behavioral Control”, and “ Subjective Norm” has the least influence to customers' behavioral intention towards purchasing smart phones. Besides that, “Attitude”, “ Subjective Norm”, and “Perceived Behavioral Control” all have extremely significant influences. II. Amongst “Attitude” factors that affect customers' purchase of smart phones: “Elevate Self-Identity and Self-Importance”, “Elevate Daily-Life's Communication Convenience”, and “Increase Leisure Entertainment Activities” place the top 3 in “Individual's Relevant Welfare”. In “Society's Relevant Welfare”, “ Promoting Inter-/Intra-Personal Relationships in the Society” is the most important. III. Amongst “ Subjective Norm” factors that affect customers' purchase of smart phones: “Friends” in “Main Group” has the biggest influence; and “ Advertising Endorsers” and “Social Morality” have rather larger influences in “Sub Group”. IV. Amongst “Perceived Behavioral Control” factors that affect customers' purchase of smart phones: “Self-Sufficient Capability” is the most influential in “Self-Capability”; and “Conveniences of Bricks-and-Mortar Firms' Selling Channels” and “Accessibility of Information” are the most influential in “Terms of Conveniences”. V. External Variables' analysis result shows that, except for “Level of Education” has no significant differences to “Attitude and Belief”, others all have comparatively significant differences. Suggestion 1: Relevant superior management decision-makers and smart phone entrepreneurs can develop more human-friendly functions, compatible software for different brands of cell-phones that combine innovations from different area of expertise and accessories, build social networks, and utilize membership system in order to promote the goal that achieves each person owns one cell-phone in the society. Suggestion 2: Relevant superior management decision-makers and smart phone entrepreneurs propose to customers, through their friends' recommendations, to purchase or promote cellphones will have free gifts, concert tickets, or posters...etc activities. Furthermore, citizens who purchase smart phones will have phone bill discount, which will help bringing up cell-phones' purchase rate. Suggestion 3: Relevant superior management decision-makers and smart phone entrepreneurs, within customers' affordable price range, constitute reasonable price and adds selling locations, advertisement, social network websites for customers' conveniences in purchasing, repairing, and obtaining information. Suggestion 4: Relevant superior management decision-makers and smart phone entrepreneurs can focus on promoting smart phones to mid-age and older male generation with monthly income equivalent or above 50,000 dollars will receive better result. Currently smart phone in the market is competitive and best-selling, and by the correct business manner and marketing way, so the smart phone manufacturer to exactly understand what the market needs and changes, with policy, economy and society , I believe that reaching the goal is sustainable development.
3
I, Lo Wen, and 羅雯怡. "The Study of Female Customers' Behavioral Intention in Purchasing Cosmetics." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/75121324660766258862.
Повний текст джерелаАнотація:
碩士高苑科技大學
經營管理研究所
100
In earlier Taiwan Society, purchasing cosmetics was deemed as extravagant behavior; however, as evolution of the society and economics environment, cosmetics has now become a daily-life’s issue. Consuming value for cosmetics has constantly been growing, which creates unlimited business opportunities, and has become an important issue as for how enterprises manage to bring up their consumers’ base. This research adopts Theory of Planned Behavior as its research foundation, combined with three perspectives, “Attitude”, “ Subjective Norm” , “Perceived Behavioral Control”, and builds empirical structure that discusses female customers’ behavioral intention in purchasing “cosmetics” in order for framing up operational policy for cosmetics entrepreneurs and for references of future study. As per this study’s empirical result shows that, amongst “Behavioral Intention” that affects female customers for purchasing cosmetics, “Attitude” is the most influential, and then “Perceived Behavioral Control”, and the last is “Subjective Norm”. Further, amongst “Attitude” factors that female customers for purchasing cosmetics, “Individual’s Relevant Welfare” is the most influential; amongst that, “Having fun purchasing”, “Being able to maintain youth and beauty in human’s appearance”, and “Being able to express self-confidence and self-style” enhance their “Behavioral Intention” in purchasing cosmetics. It is recommended that, when selling, cosmetics entrepreneurs can focus on “fun” that customers gained from purchasing, and bring up more ideas in anniversaries, in order to increase customers’ fun in proactive purchasing of cosmetics. As for commerce decorations in bricks-and-mortar shops, can enrich colors in decorations, in order to attract customers; outlets can also provide trial-make-up services or DIY experiences to customers, in order to add up fun in purchasing. Amongst “Perceived Behavioral Control” factors that affect female customers in purchasing cosmetics, “Self-Capability” is the most influential. The research shows that: “with more self-sufficient capability, individuals can afford more” then female customers have higher motives in purchasing cosmetics. It is suggested for entrepreneurs to focus on commerce’s “competitive pricing”, and allow customers to make partial payments with no interest, and increase visa payment’s discount, in order for customers to feel released with no stress at the paying moment. Amongst “Subjective Norm” factors that affect female customers in purchasing cosmetics, opinions from “Main Group” has more influences towards female customers, especially opinions from their families and good friends. It is advised that entrepreneurs, in brand launch events or activities invitation, can also invite their families or good friends, and each one and their attending families/good friends can all receive a welcome gift. To invite their families/good friends to attend can increase customers’ purchasing will and achieve sales result more efficiently.
4
Huang, Liu-Chen, and 黃柳禎. "The Study of Male Customers' Behavioral Intention in Purchasing Skincare Products." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/45563816867499974501.
Повний текст джерелаАнотація:
碩士高苑科技大學
經營管理研究所
102
Men’s skincare has become popularity and leapt in enormous global growth in recent years. The study of behavior intention of purchasing skincare products is very important as increasing numbers of men worldwide are awaken that skin care is essential in their routine. The key factors of men’s purchasing behavior intention were investigated in this paper on the basis of Theory of Planned Behavior (TPB) and 536 questionnaires. Attitude was proved to be more significant than subjective norm in men’s purchasing behavior intention and this phenomenon was also well interpreted with structural equation modeling (SEM) in this study. Furthermore, the higher behavior intention of purchasing skincare products was observed in male consumers who higher agree the following concepts. (1) Using skincare products would promote their confidence, charm, good taste, moisturizing, anti-aging and stay young. (2) More and more friends and social trend favor purchasing male-skincare products. (3) Have good experiences in buying male-skincare products. In this research, three suggestions were made for skincare product sellers. (1) The advertisements were suggested to emphasize the image that purchasing skincare products for male consumers symbolizes modern men’s confidence and reveals men’s good taste and life attitude. (2) Promotional gifts and recommendations from male-friends would increase the purchase intention for male consumers. (3) Friendly attitudes and kindly interpretations should be intensified in salesman’s training to leave good purchasing experiences in the minds of male consumers and to increase the customer return rate.
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Chen, Chih-Wei, and 陳志維. "A Study on Customers' Intention of Purchasing Luxury Goods on Websites." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/82054365676740184944.
Повний текст джерелаАнотація:
碩士世新大學
資訊傳播學研究所(含碩專班)
100
In recent years online shopping is growing vigorously. In the past the fashion show was only for consumers who were at the top of economic pyramid, but now through the spread of the internet, the fashion trend is accessible to the large online population, which also diminished the class consciousness of luxury goods. From the point of view of domestic online shopping industries, the business opportunity of luxury goods creates the high sales revenue and high gross margin. This research aimed to explore the influential factors of online purchase intention of luxury goods on characteristics of luxury, service quality of website, and perceived value of consumers. This research was conducted by questionnaire survey. The subjects of this research were consumers who live in Taipei and have purchased luxury goods. There were total 388 valid questionnaires retrieved. After analyzing the statistics of the survey, this research comes to the following conclusions:(1)Unique value has a significant negative effect on online purchase intention.(2)Extended-self value has a significant positive effect on online purchase intention.(3)Website design and security and privacy have a significant positive effect on online purchase intention.(4)Price value and experiential value have a significant positive effect on online purchase intention.(5)Fulfillment and reliability has a significant positive effect on price value.(6)Website design has a significant positive effect on experiential value.
6
Chang, Ting-yu, and 張庭瑜. "A Study of the Purchasing Intention of Online Group-Buying Customers in Taiwan." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/6kvctu.
Повний текст джерелаАнотація:
碩士國立中山大學
企業管理學系研究所
102
With a rapid development of information technology, it’s boomed the e-commerce market. According to the research by MIC (Market Intelligence and Consulting Institute), Taiwan e-commerce market will reach NT$879,600 million in 2014, estimated in 2015 will exceed a million million NTD output value, and becoming an important industry in Taiwan following the semiconductor. Under the economic depression, group-buying websites provide coupons which are about fifty percent of the average market price to customers in use of O2O(Online To Offline) business model. It’s not only became a popular online shopping platform, but also raise partners’ advertising effectiveness. However, with the increase of consumer disputes and breaching of personal data frequently, customers have more concerns in selecting group-buying websites. The objects of study are consumers who have shopped on group-buying websites in Taiwan, 247 effective questionnaires were obtained by using convenience sampling method, and exploring the influencial factors and moderating effect on purchasing intention of online group-buying customers, including service quality, website attributes and perceived risks. Finally, according to the research findings, we proposed some management policies and academic implications for group-buying websites and future researchers. After descriptive statistic analysis, factor analysis, reliability analysis, validity analysis, correlation analysis, regression analysis and mean tests by using SPSS software to verify the hypothesis, the result of this study shows that: 1. Service quality has a significant effect on customer purchase intention. 2. Website attributes has a significant effect on customer purchase intention. 3. The moderating effect of perceived risks on the relationship between service quality and customer purchase intention is significant. 4. The moderating effect of perceived risks on the relationship between website attributes and customer purchase intention is significant. Keywords: Group-Buying Websites, Service Quality, Website Attributes, Perceived Risks, Customer Purchase Intention
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LIN, CHENG-SHENG, and 林政陞. "The relationship among products perception, purchasing motivation, and intention of bread by customers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/30803799120241804096.
Повний текст джерелаАнотація:
碩士義守大學
管理碩博士班
102
Food safety issues have caused serious problems for consumer health. The consumer is suspicion the bread with many food additives. It is necessary to understand the consumer behavior for bread. The purpose of this study is to discuss the relationship among product perception, purchasing motivation, purchasing intension for bread by consumer. The samples was random selected the purchasing experience of bread in Kaohsiung city. The statistical result shows the significant different between consumer background and product perception of bread, the significant different between consumer background and purchasing motivation of bread, the significant different between consumer background and purchasing intention of bread, the significant different between product perception and purchasing motivation of bread by consumer, the significant different between product perception and purchasing intention of bread by consumer, the significant different among product perception and purchasing motivation and purchasing intention of bread by consumer. This results suggested the bakery is have to understand the product perception and then, its will increase purchasing motivation and purchasing intension of bread by consumer.
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Wang, Chia-Yun, and 王佳韻. "Investigation on influencing customers continued purchasing intention-The viewpoint of core and recovery service." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/56t9tp.
Повний текст джерелаАнотація:
碩士亞洲大學
經營管理學系碩士在職專班
102
The research on CyberPanel pointed out that people in Taiwan are enthusiastic about online shopping, and the Internet business should not be underestimated. Shopping websites should provide better and variation service to win the customers andhave customers’ loyalty in the highly competitive Internet industry. Therefore,thepurpose of this research is based on core and recovery service quality as the exogenous variables to explore the influence onperceived value of customer’scognitions, and expectation confirmation theory, ECT, to investigate the influences on customers’ purchasing on line and the factors of willing to repurchase online.Empirical research is used in this research and the clothing online shoppers are asrespondents. The Internet questionnaires are used to collect data and 323questionnairesare valid. Thestatistical analysis showed that the customers’ satisfaction on core andrecovery service quality help to improve the customer value. It affects the customers’satisfaction and willingness torepurchase and the positive view of both supportattitudes. Comparing with the core service quality in the past, online customers haveconcerned the recovery service quality on networknowadays. Therefore, the empirical research results suggest the online shopping operators and the people who are willingto invest online shopping website to maintain the basic serviceefficiently on coreservice quality continually, and the recovery service quality should not beignored.Having both suggestions will improve the customer value and increase thecustomersrepurchase intention and make it on the top of the competitive Internetindustry.
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SHIH, YI-TING, and 施依廷. "Price Consciousness, Perceived Value, Customer Satisfaction, and Behavioral Intention of Customers Purchasing Add-Ons Service on Low Cost Carriers." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/39009974233117223395.
Повний текст джерелаАнотація:
碩士中國文化大學
觀光事業學系
105
Since 1967, Southwest Airline from America had started a new marketing in airline industry with its low cost business model and also named Low Cost Carriers (LCC). The Low Cost Carriers marketing had gradually vigorous develop in Asia. Taiwan had also establish LCC companies, such as V air and Tiger Taiwan. With LCC join the service, it creates more competition through the airline industry in Taiwan, and also change the habit that our compatriot chooses form taking aviation gradually. People who takes LCC which means they are highly care about the price. With knowing the rules and the basic price that LCC provide, and purchasing the add-on service that fit for what we need. Which turn into our purpose to understand the relationship between the customer’s price consciousness, customer’s perceived value, customer satisfaction and behavioral intention by purchasing LCC add-ons service. The result indicates customer‘s perceived value, customer satisfaction and behavioral intention on purchasing LCC add-ons services which has positive effect by customer’s price consciousness. The perceived value on purchasing LCC add-ons services has positive effect on customer satisfaction and behavioral intention. Last, the customer satisfaction on purchasing LCC add-ons services also has positive effect on behavioral intention.
10
Tsai, Yun-Chung, and 蔡允中. "A Study of Purchasing Intention of Customers by Creative Advertisement Design - Taking Customers'' Savoring as the Mediator Variable." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/5uxyg8.
Повний текст джерелаАнотація:
碩士國立臺中科技大學
企業管理系碩士班
106
This study uses a questionnaire survey to study the impact of creative advertising on customer purchase intentions, and uses the customer''s savoring as an intermediary factor to explore its influence. This study used regression analysis and variable square analysis for statistical studies. There are two conclusions of this study: I. It was found that advertising creativity has a significant impact on customers'' purchase intentions. Consumers think that the better the advertising design ideas are, the better the quality is, the higher their willingness to buy; and also found that customer''s savoring has a significant impact on customers'' purchase intentions. The higher the positive experience of performance, the higher its willingness to buy. II. Advertising creativity does not have a direct effect on the effect of purchase intentions. However, after incorporating customer''s savoring, the influence on purchase intention is significant. It can be seen that the better the quality of creative advertising design, the more positive the experience can be through customer''s savoring. Willingness to buy, and creative advertising design must be able to influence purchase intentions through customer''s savoring, indicating that the customer''s savoring plays a role of complete mediation.
11
Chun, Lin Shiao, and 林筱中. "The Effect of Home-Stay Managers' and Customers' Life Style Congruence on Consumer's Purchasing Intention." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/94221564686617514532.
Повний текст джерелаАнотація:
碩士大葉大學
事業經營研究所碩士在職專班
95
This study empirically examines the impact on home-stay Managers’ and Consumers’ lift-style congruence on customer’s purchasing intention. The purposes of this study are to expand the epistemology of consumer’s purchasing intention, to discuss whether the difference between managers and consumers will create the moderating effects of life-style and to provide the theory basis for home-stay managers. The analytical approach of methodology is applied to analyze the parsimonious relationship by the questionnaires survey. The samples used for this study consisted of consumers and managers from Taiwan. Of the 1100 surveys distributed, 483 were returned. Deducting 131 questionnaires that contained missing data and were unsuitable, 352 were accepted as valid samples; therefore, an effective response rate of 32.0% was presented. Results indicate that 1.the life-style presents by home-stay Managers is usually the one they prefer. 2. The congruence of life-style between customer and home-style manager displays parabolic relationship with the consumer’s purchasing intention. Based on 1 and 2, we infer that congruence degree between customer and manager should present the parabolic relationship with customer is allover congruence or inconsistency, the consumer’s purchasing intention is lower; however, if parts of them are congruous, it shows higher intention. The material supports the part of this supposition, and the study also provides the suggestion against application of the follow-on research and management.
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LO, YI-SHIUAN, and 羅翊瑄. "A Study on Purchasing Intention of Non-Investment Insurance with RMB Payments and Receipts for Taiwan Customers." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/72405307835538899983.
Повний текст джерелаАнотація:
碩士世新大學
資訊管理學研究所(含碩專班)
101
With the changing times, the economic development of international insurance products is also becoming more diverse, the new generation of modern insurance Evolution, based on life insurance products for the spindle, different currencies the combined securities investment and asset management features, developed as a tool for both insurance coverage and financial investment. In this study, the upcoming 2013 RMB payment for the study of non-investment-type insurance policy spindle and through questionnaires to collect data analysis RMB payment Taiwanese consumers buy the willingness of non-investment-linked policies, thus providing evidence of insurance practitioners sale reference. After finishing describes research findings: The buying motives for non-investment-type Insurance consumer is highest, and sources of information search in a personal experience of the highest perceived risk to the time the highest risk. Investment risk preferences and product knowledge information search behavior will have a positive significant effect, but there is no impact on perceived risk. Find information on buying motives have a positive significant effect on purchase intention and purchase motivations have a positive significant effect.
13
Yang, Jia-Jin, and 楊佳靜. "How to Enhance Customers’ Purchasing Intention by Improving Service Quality－A Case Study of the Supermarket Chain." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/66828809794010246048.
Повний текст джерелаАнотація:
碩士朝陽科技大學
應用外語研究所
101
Satisfying customers’ service demands was the main service index in retail industry. Retailers tried to design a service standard to provide suitable service to satisfy customers. However, there might be a gap between customers’ expectation and perceived service. Therefore, the purpose of the study was to explore the difference between the importance and satisfaction of service quality in the supermarket chain. Only few studies discussed the gap between customer expectation and perceived service in the supermarket chain. The researcher distributed 400 questionnaires at 20 supermarket chains in Taichung. The Importance-Performance Analysis (IPA) which was the main measurement in this study would be used to measure the difference between the importance and satisfaction of service quality. The researcher expected to assist retailers to provide effective and efficient marketing strategies and improved service performance.
14
Ko, Chin-Chu, and 柯錦菊. "A Study on the purchasing intention of the RMB financial products: The Case of Mega Securities Customers." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/24493469458704955127.
Повний текст джерелаАнотація:
碩士國立中山大學
高階公共政策碩士班
101
Since China became the world-wide second largest economy, RMB has played an important role in the international currency market. Due to the internationalization of RMB, the government of Taiwan signed the Memorandum of Understanding (MOU) on cross-strait currency settlement with Mainland China In Aug. 2012. As a result, the cross-strait financial market will be more open than ever before, and create greater benefits to the financial industry. In this study, quantitative research analysis was adopted. Questionnaires for assessing the effect of marketing 4Ps strategies on RMB purchasing intention of Taiwan investors are carried out and analyzed to accomplish this research. 1. Product strategy: the unique characteristics of the RMB commodity. 2. Pricing strategy: the competitive advantages of low-cost and high-return rate compared with other financial commodities. 3. Place strategy: divided into professional service channel, electronic service channel and custom-made one-stop shopping channel. 4. Promotion strategy: discussed from four dimensions, advertising, public relations, sales promotion and direct customer services Based on the purposive sampling questionnaire, a total of 540 questionnaires were distributed, and 351 valid questionnaires were collected successfully (65%). Data Processing, descriptive statistics and multivariate analysis are completed to explore the causal relationship among the various factors by adopting the SPSS 19.0. In addition, the result of coordination between hidden variables and observed variables is also completed by the AMOS 17.0 software. The result of this research indicates that: By gender, Males are most significantly affected by the product strategy while pricing strategy has the most significant influence on females. Analysis by level of education shows higher educated people has significant influence on product strategy. And promotion strategy for tertiary education has the most significant impact. Risk attribute analysis shows that people with steady and adventurous spirit is affected by product strategy. Place strategy shows it has the most influence on the conservatives. Based on this research in RMB commodity market, we hopefully provide our findings as a reference to the development of RMB commodity business.
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Lee, Yi-Chun, and 李伊純. "A Purchasing Intention Research on the Effects of Customers’ Perceived Quality and Value Evaluation to Corrugated Toys." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/mw2hzd.
Повний текст джерелаАнотація:
碩士國立虎尾科技大學
企業管理系經營管理碩士班
104
The purpose of this research is to analysis the effects of customers’ perceived quality and perceived value of corrugated toys on purchase intention. The approach of this research is questionnaire analysis for families with children under 14 years old. 1197 questionnaires issued, recovering vaild questionnaries 1068 shares. Furthermore, using two qualitative approachs---observations and interviews for Ccpaper which is on Yunlin analysize the critical success factors for corrugated toys. The results of the questionnaire are as follows. For increasing purchase intention, consumer’s age is more important than sales area; to increase “useful convenience” term of customers’ perceived quality can increase purchase intention; and to increase “trade” term of customers’ perceived value can raise purchase intention. Furthermore, there is a positive effect of customers’ perceived quality on customers’ perceived value. The customers’ perceived quality has a positive effect on purchase intention. As the same time, customers’ perceived value also has a positive effect on customers’ perceived value. Thus, the customers’ perceived quality and perceived value for corrugated toys are critical success factors of increasing purchase intention. The results of the observation and interview survey are as follows. The critical success factors to the Ccpaper’s operator can be described five points.There are management, environment, technology, resources, and marketing. In management, there included the manager, the training of employees, sponsorship of school competitions, updating products and the sales office of Ccpaper. In environment, there included popular tourism and agriculture fairs. In technology, there included tooling development and the computer program used for product and graphic design. In resource, there included the cutting machine equipment, the producing study cooperation, and the industry development association. And, in marketing, there included the Facebook fan group, the Ccpaper website, and cooperation between celebrity bloggers and Ccpaper.
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Yu-TingShih and 施育廷. "The Influences of TRA Theory and Tea Beverage Channels Trust on Customers’ Purchasing Intention in Southern Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yrdq8h.
Повний текст джерелаАнотація:
碩士國立成功大學
高階管理碩士在職專班(EMBA)
107
The purpose of this study is to explore the influences among trust, purchasing attitude, subjective norm, and purchasing intention. We expect to promote the business opportunities of tea beverage channels by the research result. In this study, we distributed web-based questionnaire to customers in southern Taiwan who were selected by snowball sampling. This study analyze data by SPSS 20.0, including descriptive statistics analysis, factor analysis, reliability analysis, reliability analysis, regression analysis, independent-sample t test, and one-way ANOVA. The findings of this study are as follows: 1.Trust has significant positive impacts on purchasing attitude. 2.Trust has significant positive impacts on purchasing subjective norm. 3.Purchasing attitude has significant positive impacts on purchasing intention. 4.Purchasing subjective norm has significant positive impacts on purchasing intention. 5.Trust has obvious difference on tea beverage channels. 6.Trust, purchasing attitude, purchasing subjective norm, and purchasing intention have obvious difference on demographic variables such as marriage status, education level, age, and tea price.
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Yen, Chen Po, and 陳柏諺. "This study of the Clothing Industry Brand Image on Consumers’ Purchasing Intention: The example of customers in HsinChu." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/z2ct9d.
Повний текст джерелаАнотація:
碩士玄奘大學
企業管理學系碩士班
102
This study of the Clothing Industry Brand Image on Consumers’ Purchasing Intention: The example of customers in Hsinchu Student: Chen Po-Yen Advisors: Tseng Kuang-Jung Ph.D Chen Po-Lin Ph.D MBA Program, Department of Business Management Hsuan Chuang University Abstract Recently, more and more people pay close attention to their appearance. For consumers, the functions of clothing have moved far beyond warmth and covering shame. As a result, there are more and more clothing stores in the market. Since the market is close to reaching a saturation point, issues surrounding how to attract consumers have become of critical importance. Nowadays, as “brand name” products have become increasingly prevalent, a clothing line’s brand image has become very crucial in attracting customers. The purpose of this study is to discuss the effects of brand image on consumers’ clothing purchasing intention. With these results, we can adapt the consumers’ view on the brand image shaping and use them as future marketing reference for clothing industry. This study adopts a survey questionnaire as a research method. 300 questionnaire forms were distributed to the potential consumers at clothing stores and 283 valid samples were returned. The brand image is divided into three elements proposed by Park et al. (1986): “functional, symbolic and experiential”, and the effects on consumers’ purchasing intention from each category will be discussed. As the survey result demonstrates, brand image has positive effects on consumers’ purchasing intention. The higher the brand image, the higher the consumers’ purchasing intention is. Key Word: Clothing Industry, Brand Image, Purchasing Intention
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Cuong, Dang Quoc, and 鄧國強. "The Effect of Customers’ Purchasing Intention, Product Innovation Performance and Organizational Performance on Smartphone Manufacturing Industry in Vietnam." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/64791239479494714247.
Повний текст джерелаАнотація:
碩士龍華科技大學
企業管理系碩士班
103
Increasing pressures and challenges to survive and develop in the fiercely competitive smartphone market have caused manufacturing firms to consider and start implementing product innovation. It is emerging as strategic approach which not only meets customers’ purchasing intention but also brings economic benefit to manufacturers. Nevertheless, studies analyzing the effects of customers’ purchasing intention, product innovation performance, and organizational performance are few. In addition, there are few studies exploring Smartphone industry in Vietnam. In responses this study examines the criteria that influence three main factors in Vietnamese Smartphone industry, using the SPSS method to analyze 120 valid questionnaires. The empirical findings show that customers’ purchasing intention was positively correlated to product innovation performance and organizational performance; product innovation performance was also positively correlated to organizational performance. In addition, this research verified three types of product innovation performance had partial mediation effects between customers’ purchasing intention and organizational performance. Managerial implications are also discussed and concluding remarks are made.
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CHEN, YI-JU, and 陳怡如. "A Study of information Source, Motivation, Brand Cognition, Brand Image and Purchase Intention for Chinese Customers Purchasing Skin Care Products." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/m58h3v.
Повний текст джерелаАнотація:
碩士建國科技大學
美容科技研究所
104
In recent years, Chinese customers has brought enormous proceeds for tourism. Nonetheless, following the difference in time and background, the shopping style and concepts of consumers continue to change while the purchase decision also changes accordingly; suggesting the concept of purchase has already varied from the past. For this reason, the purpose of this study is to investigate the type of information channel which the Chinese customers use to collect information as the main source of information acquisition, purchase situation, brand image, brand cognition, and purchase intention. This study applied information source, motivation, brand cognition, and brand image as independent variables while purchase intention as dependent variables. In addition, this study established the research framework and hypothesis. This study analyzed 328 valid questionnaires from 350 questionnaires, followed by applying SPSS12.0 for reliability analysis, extreme group tests, descriptive statistics, independent sample t-test, single ANOVA, and chi-square test. The results findings showed that： 1.The primary purchase motivation for consumers to purchase Taiwanese brand skin care products includes self-use purchase for friends and relatives, and gifts for friends and relatives. 2.Internet and acquaintance referrals are the main sources of information. 3.The Respondents purchase Taiwanese brand skin care products for the publicity and reasonable price The study applies the empirical results to develop proper marketing strategies for skin care manufacturers and skin care product marketers. The study proposes the following suggestions: 1. Produce promotional short firms to upload the product processing and function on Facebook, LINE or YouTube so that consumers will gain more knowledge on Taiwanese brand skin care products in addition to strengthening the brand knowledge and image, enhancing the actual purchase intention. 2. Use promotional discount or trial skin care products as the gift pack to hot-selling products of the company to provide different product experience. 3. Single female consumers aged between 21 and 30 years old will be target of priority marketing. 4. Utilize brand publicity to develop skin care products for male only in order to attract male consumers with purchase. This study develops proper marketing strategies for skin care manufacturers and skin care product marketing companies based on the empirical results.
20
Lin, Meng-Hsuan, and 林孟萱. "A Study on the Customers’ Brand Image and Experientia Value and Purchasing Intention on Chinese Professional Baseball League - Brother Elephant." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/75753322175440283062.
Повний текст джерелаАнотація:
碩士臺北市立教育大學
體育學系碩士班
98
The purpose of this study was to confer on brand Image and experientia value and purchasing intention of customers on chinese professional baseball league – Brother Elephant, and to compare the difference between the customers with different background. “The Questionnaire of Brand Image and Experientia Value and Purchasing Intention of Customers on Chinese Professional Baseball League – Brother Elephant”was used as the instrument, there were 703 people in totle had been as the samples in this study. To computer for data analysis by Descriptive Statiistic, Factor Analysis, Repeated Measures, Afterwards Comparison of LSD, Pearson product-moment correlation, Mulitple Regression…etc. statistical method. The following result show that: 1. The dimensions of brand image of customers on Brother Elephant were “experiential”, “functional”. The customers put emphasis on “experiential” first. The dimensions of experiential value were “playfulness”, “additional activity”, “aesthetics”, “service”, “customer return on investment”. The customers put emphasis on “playfulness” first. 2. There was positive middle correalation between brand Image and experientia value. 3. There was positive middle correalation between brand image and purchasing intention. 4. There was positive middle correalation between experientia value and purchasing intention. 5. The consumers’ playfulness, additional activity, aesthetics, service, customer return on investment of experientia value could forecast with 65% of brand image. 6. The consumers’ experiential, functional of brand image could forecast with 57% of purchasing intention. 7. The consumers’ additional activity, aesthetics, service, customer return on investment of experientia value could forecast with 67% of purchasing intention.
21
LIANG, SU-CHEN, and 梁淑禎. "The Impact of Herd Behavior and Training Cost on The Intention of Purchasing Fitness Meals for Customers in Kaohsiung City." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/8frebt.
Повний текст джерелаАнотація:
碩士國立高雄師範大學
事業經營學系
107
Abstract In recent years, sports have become popular, sports and fitness, sculptural posture, and health and wellness issues have gradually been valued by the Chinese people. The related diets developed in combination with health concepts such as healthy eating, health catering and fitness catering are becoming more and more popular. Therefore, this study wants to further explore the behavior of people in Kaohsiung City for the purchase of fitness and catering for the purchase intention of fitness and catering, in order to provide the pre-investment of the market. This study was conducted by Kaohsiung City. The research questionnaire was sent out via the Internet and a total of 347 valid questionnaires were collected. After obtaining the research data, the research hypothesis was verified by SPSS24 analysis. The research results show that the recommendation and media recommendation in the reference group have a positive impact on the herd behavior; the normative and informative in the herd behavior is significant for the purchase of fitness catering. The impact of the training cost in the exercise cost is also positive for the purchase intention; and the reference group has the conclusion that the fitness catering purchase intention has some mediating effect of the herd behavior. According to the analysis of this article, Kaohsiung City people pay more in fitness time than the Yijing people recommend and information affects the desire to purchase fitness and catering, so the provider can find the target group from this direction, let the expectation of slimming, weight management and fitness people have More exclusive and brand new fitness catering options. Keywords：Reference group, Herd behavior, Training cost, Purchase intention
22
Chou, Hsin Wei, and 周芯瑋. "Research on the influential factors of customers' purchasing intention to the cross-selling of financial services ---From the viewpoint of relationship marketing." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/37778000007752811462.
Повний текст джерелаАнотація:
碩士輔仁大學
管理學研究所
95
With the opening of the government regulations in recent years, the financial industry tends to integrate. The business of cross-selling is flourishing. In order to strengthen the relation with customers, firms of financial industry continuously manage the corporate image, make the operation environment comfortable, and improve the quality of services. The finance consultants plan the assets allocation and broaden the financial service to increase the frequency of customers contacting thus enhances the integrity of customer relationship. This research is about “The influential factors of customers’ purchase intention on the cross-selling of financial services─from the viewpoint of relationship marketing”. This research targeted people over the age of 20 and with financial service experiences in Taipei. 330 shares were effective among the 421 questionnaires retrieved. Further analysis applied the facilitating of SPSS 12.0 and AMOS 7.0 software. As the research found, the influence of the relationship quality (satisfaction, trust, commitment) and the relationship intensity (frequency of contacting, customer-orientation of service provider) towards “customer's cognitive risk to cross-selling” is significant negative; the influence of the relationship quality (satisfaction, trust, commitment)and the relationship intensity (customer-orientation of service provider) towards “customer's perception of relationship interests” is significant positive; the influence of “customer's cognitive risk of cross-selling” towards “intention of purchasing” is significant negative; the influence of “customer's perception on cross-selling relationship interests ”towards “intention of purchasing” is significant positive; the moderating variable—“customer's perception on the corporate image of service provider”, partially enhance the influence of both “relationship quality” and “relationship intensity” toward “customer's cognitive risk to cross-selling”. But the influence of “frequency of contacting toward customer's perception on cross-selling relationship interests” is not apparent. According to the study, financial companies will be able to decrease the customer's cognitive risk on cross-selling service, to improve the perception of relationship interests and enhance the purchasing intention of customers, by means of building good relationship quality and relationship intensity, providing financial service for companies with good image, and offering proper preferential treatment to customers.
23
Galang, Maria Rinka L., and 葛嵐. "The Impact of the Nutritional Claims Provided by the Kenny Rogers Roasters Philippines to the Purchasing Intention of Their Customers from the Call Center Industry." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/tv7xu6.
Повний текст джерелаАнотація:
碩士南台科技大學
企業管理系
100
ABSTRACT This study was made to evaluate the impact of the nutritional claims made by Kenny Rogers Roasters Philippines to the purchasing intention of their customers from the call center industry. The objective was to form a theory though the use of Grounded Theory method. This has the objective of helping the entire fast food industry in the country to understand the underlying reasons regarding the behavior of their customers from the said industry towards nutritional information, nutritional claims being the basis, thus help them devise strategies and be proactive in facing problems that might emerge in the future when the Philippine government starts to mandate the provision of nutritional information. Focus group discussions using open ended questions were held separately for four groups, three of those are composed of call center agents from separate companies/branches namely Sykes (n=5), 24/7 Customer Center I (n=6) and 24/7 Customer Center II (n=4) and a group of Nutritionists (n=7). The basis for selection of the respondents were availability and widely differing levels of education thus, varying level of knowledge about nutrition. Additional interviews and follow-up questions were done through email due to time constraint. The study found out that nutrition knowledge is the major determinant if the subject will choose a healthy food option or not. Given the presence other barriers such as food hedonism, high price, less palatability and food culture, nutrition knowledge becomes the priority in choosing foods when one has enough of it.
24
Wei-ChihTseng and 曾薇芝. "A Research on Perceived Value, Perceived Risk and Purchase Intention—Take the Purchasing Actions of Taiwanese Customers on the Taiwanse and Korean Homeshopping Websites as Examples." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/28782458743834033925.
Повний текст джерела
25
Pham, Huong, and 范氏香. "Effects of Reference Pricing on Customer Purchasing Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/y3bre7.
Повний текст джерелаАнотація:
碩士國立虎尾科技大學
企業管理系經營管理碩士班
104
This study attempts to investigate the effectiveness of internal (memory-based) and external (stimulus-based) reference pricing on consumer purchasing intentions. Numerous studies in existing reference pricing literature have recognized the influence that the reference price has on customers, when evaluating their purchasing decisions. This study proposes to investigate the effect of different reference pricing factors on consumer purchasing intentions in Vietnam and Taiwan, and the relation of both internal and external reference pricing with consumer purchasing intentions. Three hundred and eighty five (N = 385) respondents from Taiwan and Vietnam were selected and invited to participate in this study. Response surface regression analysis was utilized to examine the eleven proposed research hypotheses. This was done through a questionnaire designed on the Likert five point scale. The results indicate that seven of the eleven hypotheses were supported and internal and external reference pricing has shown significantly, positively influence consumer purchasing intention. Finally, the study is summarized with a conclusion and suggestions for practitioners.
26
Hung, Ching-Wen, and 黃清文. "The Customer Purchasing Intention of Buying Bancassurance ----from Service Quality Prospect." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/21906960469996773171.
Повний текст джерелаАнотація:
碩士靜宜大學
企業管理研究所
90
Competition in the insurance industry has become increasingly intense in recent years. As a result, insurance companies have been exploring new methods of Marketing. In addition to DM marketing and Phone marketing which have been practised for years, the insurance industry today stresses its role as ‘Financial Specialists’ operating through banks. As a result, how banks may keep their superior position in order to increase their income has now become a significant issue for them. The subjects of this study are the customers of both public and private banks who have insurance purchasing experience. This study is intended to clarify the relationship between bancassurance by the connected research of Service Quality, Customer Satisfaction and the customer purchase intention.The result of this research can be a practical reference for banks to deal with the business in this field. The significant conclusions obtained in this study are: 1.Service quality makes a positive impact on customer satisfaction. 2.Customer satisfaction makes positive impact on customer purchase intentions. 3.Customers of both public and private banks make significant difference with dimension of service quality. 4.Customers of both public and private banks make significant difference with customer satisfaction.
27
RAO, HSIU-CHU, and 饒秀珠. "The Effects of Customer Value and Pricing Strategy on Purchasing Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/22221937244765016264.
Повний текст джерелаАнотація:
碩士大葉大學
企業管理學系碩士班
105
Beer has a long history in the world and it is also the largest consumption of alcoholic beverages. Around all over the world, among drinking cultures, beer plays a very important role in human daily life. Taiwan, the Republic of China, joined the World Trade Organization (WTO) at the end of 2001. It soon opened the tobacco and alcohol for free import. There have been unlimited business opportunities happening in Taiwan beer market since then. Many domestic and foreign manufacturers are racing to grab the domestic market of the tobacco and alcohol. Taiwan Tobacco ＆ Liquor Corporation faces the liberalization of the critical market competition, for maintaining the market leading brand sales and market share, has to create more concise and well-planned strategies on operation and management, and concerns about consumer’s demands and needs. Therefore, based on the average consumers as empirical witnesses taking the questionnaire, this research explores the value of the customer, and the influence of pricing strategies on the purchasing intention of the consumer as well. This study, 596 questionnaires are given out but with 536 effective volumes returning. With the analysis of the samples, the result shows that the value of customer has significant positive influence on purchasing intention. Through the mediating effect of the price, it would have some indirect influence on purchase intention, too. The research result provides the reference for the businessmen to formulate the management of the customer value strategy and the future direction. Key Words : Customer value、Brand Image、Product Benefit、Service Benefit、Price
28
Chen, Tsung-Yang, and 陳宗揚. "Case Study of Hypermarkets’ Direct Mail Advertising on Customer Purchasing Intention." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/47327532105672710914.
Повний текст джерелаАнотація:
碩士康寧大學
資訊傳播研究所
103
The hypermarket has become increasingly competitive in Taiwan in recent years. The industry uses advertisements to appeal to consumers’ desires. Direct mail advertising (DM) are the most widely used method. However, can flyers really increase consumer desire? Furthermore, does consumer gender, age, occupation, level of education and their financial situation influence the content of the flyers from hypermarket and change consumer desire? Consumer reaction upon receiving the direct mail advertising are also often neglected by hypermarket. Thus, this study aims to investigate the influence of direct mail advertising. Once the key element is elucidated, it will be experimentally tried so that it can act as a reference for the industry when sending out direct mail advertising. The target of this study were residents of the Xuejia district and their perception of direct mail advertising from discount stores were assessed; a total of 487 surveys were valid. The results of this study showed that confirmed the hypothesis that direct mail advertising from hypermarket does indeed affect consumers’ purchases and this effect was significant. Therefore direct mail advertising are the most accepted by consumers and it is also the most effective advetising tool. What consumers considers the most when visiting a hypermarket is its distance, and the reason why they would visit a hypermarket is because it is well-stocked. Most consumer visits are not influenced by hypermarket events, and the most favorable promotional activity is the discount coupon. The occurrence of promotional events is best at two or three a month. The consumers’ background partially affects their desire to go to the hypermarket and their intentions on buying, and only part of it have a significant effect.
29
Tran, Thu-Thuy, and 陳秋水. "The Research of Brand Awareness on Vietnam Customer’s Brand Coffee Purchasing Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/cn9tjf.
Повний текст джерелаАнотація:
碩士健行科技大學
企業管理系碩士班
104
Abstract This study was designed to investigate brand awareness, quality, value perception affect perception, satisfaction and willingness to buy them with TRUNG NGUYEN coffee brand, for example. In this study, the main of subject is deeply understanding of brand awareness, quality, value perception affect perception, satisfaction, and purchase intention. The second purpose is exploring the relationship between is brand awareness, quality, value perception affect perception, satisfaction and purchase intention. The research was used questionnaire survey method, issuing 300 totally, recovering a valid questionnaires to add up to 287. We get the results by descriptive statistics analysis, reliability and validity analysis and regression analysis, One- way ANOVA. The conclusions of the research are： 1. The brand awareness has significant positive effect on consumer perceived quality is supported. 2. The brand awareness has significantly positive impact on the perceived value. 3. The perceived quality and the perceived value have positive correlation. 4. The perceived quality has significantly positive effect on customer satisfaction. 5. The perceived quality has significantly positive influence on customer satisfaction. 6. The perceived value has significant positive effect on customer satisfaction. 7. The perceived value has a positive impact on purchase intention. 8. The customer satisfaction has significantly positive effect on purchase intention.
30
YA, HO TZU, and 賀姿雅. "The Effect of Service Innovation on Customer Purchasing Intention from the aspects of Customer Perceived Value." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/45616219648552575069.
Повний текст джерелаАнотація:
碩士長榮大學
國際企業學系碩士班
101
Because Taiwan people paid more attention to leisure, so those domestic and foreign tourist populations are significant growth. This effect also makes an increased proportion of the tourism industry. Taiwan's travel industry for the sake of competing with each other, are all actively strengthen the quality of service, but with the characteristics of the industry changes. In other words, the tourism industry has long been regarded as the basic quality of the service, so the emphasis on the development of service innovation can bring greater profits. The purpose of this study aims to explore the relations among the service innovation, customer purchase intention and customer perceived value in the tourism industryin Taiwan.This study used the questionnaire survey, and took the Trump Travel Service Ltd. of adult consumers asa sample. 300 questionnaires were sent, 267 were returned, of which 208 valid questionnaires, the response rate was 69.3%. Having service innovation as the independent variable, customer’ purchase intention as the dependentvariables and the customer perceived value as a Moderating value, to explodethe casual relationship between the three variables, Regression andAnalysis of Variance methods are for data analysis. The results show that 1.service innovation appears positive effects on customer’ purchase intention, 2.customer perceived value appears positive effects on service innovation, 3.customer perceived value appears positive effects on customer’ purchase intention, and 4.customer perceived valueto the customeronservice innovationhas a significantimpact onpurchase intentioninterferenceeffect.
31
Lin, Chun-Yao, and 林濬耀. "THE EFFECTS OF MIND-SET ON THE CUSTOMER’S PURCHASING INTENTION WITHIN PRODUCT CATEGORY." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/92448863434440882007.
Повний текст джерелаАнотація:
碩士大同大學
事業經營學系(所)
96
The consumer decision model is not the same as what used to be. Because of the diversification of environment and information, one who has many choices to make will compare alternatives and decide which he or she prefers to buy, and mind-set were taken at this time. Furthermore, according to the research of Dhar and Nowlis (2004), different situations of choices will influence consumers and if the product has negative features, the cancellation effect will make this choice more favorable, and increase purchasing likelihood. Depending on whether asymmetric information is high or low, we have three experiments of different product category: search good, experience good, and credence good. This research uses a 2 (preference first, decision first) x 2 (choice revocable, irrevocable) x 3 (product features: no negative, one negative, two negative) between-subjects experimental design within product category, amounting to 12 experimental scenarios in each product category. The results of analysis lead to the following result: 1. Mind-set would affect the purchasing intention, and preference first would have a higher purchasing intention than decision first. 2. Product features would moderate the effect of the cancellation effect on purchasing intention. 3. The product category would not moderate the effect of mind-set on the purchasing intention. But when purchasing search good, preference first and decision first have the effect on purchasing intention; purchasing experience good, preference first and decision first have the effect on purchasing intention, too; while purchasing credence good, preference first and decision first have no effect on purchasing intention.
32
Nhan, Tran Van, and 陳文仁. "Main Factors Affecting Customer Purchasing Intention of Smartphone: Comparison between Vietnam and Taiwan." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/b6n5fz.
Повний текст джерелаАнотація:
碩士國立虎尾科技大學
企業管理系經營管理碩士班
104
Vietnam and Taiwan are the rapidly growing economies, the smartphone industry in both Vietnam and Taiwan is developing very quickly and for consumers, the smartphone has become an essential part of personal and business life. Along with the significant increase in the use of smartphones in recent years, the use of smartphone has become a trend among people. Smartphones are becoming more and more noticeable in public. The impressive growth of smartphone industry in these potential markets has been attracting a lot of interest. The purpose of this study is to better understand consumer''s taste for smartphones by researching the different factors affecting consumer purchase intention of Smartphone and study the main factors leading to this change in purchase intention in Vietnam and Taiwan. Besides, this study also explores the factors affecting customer repurchase intention of smartphone to have an overall view about customer purchase and post purchase intention. These factors are based on Unified theory of acceptance and use of technology (UTAUT) and Service quality model (SERVQUAL). The results show that there is direct and significant influence among brand name, country of origin, product knowledge, performance expectancy, effort expectancy, social influence, facilitating condition and behavioral intention towards purchase intention of smartphone in Vietnam while in case of Taiwan, all these factors above except for brand name have the direct and significant influence on purchase intention of smartphone. This study also indicates that there are two factors affecting customer repurchase intention of smartphone in both Vietnam and Taiwan namely – customer satisfaction, and trust.
33
Lin, Sheng-Hui, and 林聖揮. "The Effects of Experiencial Marketing on Customer Satisfaction, Purchasing Intentions and Sales Performance." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/7hb4gq.
Повний текст джерелаАнотація:
碩士世新大學
企業管理研究所(含碩專班)
96
In a hypermarket or a general merchandise store, consumers may face thounsands of kinds of commodities, and their purchasing decisions are hard to make if the stores do not offer any promotion activities and purchasing guide for customers. Thus, it is very important for retailers to choose the effective marketing strategies and tactics when the demand of market is limited, many competitors want to join the market, and the macro-economy environment is getting worse. Experiential marketing has become the prevailing fashion for selling merchandises since it can provide customer value and create competitive advantage for retailers. The main reason for the rising of experiential marketing is that customers are tired of the services and products which are highly autonomous, uniformed, and constant. If the stores can offer a kind of consuming atmosphere and conditions which conforms to the reality of living, then the brand value of products will be fully perceived and customers’ consuming cognition can be awaked. Eventually their purchasing decisions are affected. The present study adopted an experiment design where three kinds of products are chosen from hypermarket as subject to perform two types of experiental marketing experiments. The purposes of the research are to explore the influnce of experiential marketing on customer satisfaction, purchase intentions, and sales performance. Besides, the relationships among the above variables are also investigated. The final results show that after conducting experiencial marketing, the sales performance of manchandises will increase; however, the marketing effectiveness may be different depending on the chosen marketing channels, stores, and products. Moreover, the findings indicate that the influence of experiential marketing on the performance of non-finance dimensions such as customer satisfaction and purchase intension is not significant, but there is a positive effect on the financial performance, i.e. product selling growth rate, if the retailers has performed an experiniental marketing activity.
34
Yen, Pei-Ying, and 顏培瑩. "The Effect of Website Aesthetics Design on Brand Image and Customer Purchasing Intentions." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/75934849760070090668.
Повний текст джерелаАнотація:
碩士國立中興大學
科技管理研究所
104
Aesthetics has largely been ignored in earlier research on website design. Recently, studies have started to show that website aesthetics would be an important role in facilitating consumer purchasing intentions. This study, therefore, aims to investigate the effect of website aesthetics on brand image and consumer purchasing intentions. An experimental study designed with two levels of aesthetics, classical and expressive, is conducted to examine the relationship between aesthetics design and brand image, and between aesthetics design and purchasing intentions. Participants are divided randomly into two groups - Group A (classical) and Group B (expressive) to express their opinions relate to the website. Overall, 311 subjects participated in the experiment. The analyzed results show that both classical and expressive aesthetic significantly affect brand image and purchasing intentions, and it also indicates that two levels of aesthetics can influence customers’ personal preference on the websites. Finally, this paper discusses practical and academic implications and recommendations based on these findings. Through the conclusion of this study it will offer assistance to website designers and online retailers.
35
Tu, Kun-Ming, and 涂焜銘. "The Effects of Customers′ Four Cs on Trust and Online Purchasing Behavioral Intentions of Consumer." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/28238839527862909108.
Повний текст джерелаАнотація:
碩士國立高雄第一科技大學
行銷與流通管理所
94
Abstract The emergence of the internet and the E-commerce not only has transformed the traditional way of conducting business, but also provided a new medium, a new channel and a transaction platform for firms to approach their customers. Even though the internet marketing and online advertising seem to be one of the hottest streams of EC related studies, but the main issue is “what does the consumer really need and want in this kind of new transacting method?”. However, reviewed relevant references and found that it was rare to study the issue on the influences of consumer′s behavioral intention in customer′s perspective over the marketing-mix strategies. Therefore, the main purpose of the study is to realize the influences of consumer′s behavioral intention in customer′s point of view over marketing-mix project, also investigate the related factors of effecting on-line customer′s purchasing behavioral intentions. Based on marketing -mix from consumer′s perspective, this study is to explore the influences of on-line purchasing behavior and intention when encountering issues likes customer′s need and want, communication, convenience and shopper′s costs. In addition to the foundation of trust, this survey also provides a solution by interfered effect of IV marketing-mix from consumer′s perspective and buyer′s purchasing behavioral intention. Furthermore, by analyzing both online and in-home shopper′s experiences, managers should tailor their marketing strategies to better satisfy the needs of the different group of customers. This research was conducted in questionnaire survey and the interviewers were targeted at 5 enterprises and one national university. There were 50 copies for each enterprise and 100 copies for the students, which total questionnaire handed out were 350 copies and the valid samples are 272, and the valid recovering rate is 77.71%. The study shows conclusions drawn from real diagnosis are below. First, The 4C, means whole marketing-mix from custom′s perspective, have a significantly positive influence on consumers′ intentions. Second, convenience and communication have major influence on consumers′ shopping intention. The survey suggests that the managers should take it as main consideration for bring convenience to the client and establish well communication. Third, trust, the most difficult factor in cyber business, has partial mediation effect, also provides a solution for the existence of EC websites. Finally, consumer who has in-home shopping experiences, has more intention in trading on-line relatively; As for the consumer′s intentions, it has also shown distinguished discrepancy between customer with trade on-line experiences and without ones. The results offer important implications for Web site designer in targeting strategies for setting market segments in the future.
36
Su, Tasung-Kai, and 蘇琮凱. "A Study of the Effect of Telepresence on Customer’s Purchasing Intention in Bed and Breakfasts." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/91861241673942976412.
Повний текст джерелаАнотація:
碩士大葉大學
資訊管理學系碩士班
100
Travel is part of people's lives. In addition to day trip, tourist will chose to stay. B& B that can let people feel warm and comfortable, it makes them relax. When travelers going to scenic area, they always chose B& B to stay. Then, more and more B& Bs have competition issues. How to use low-cost to break the fierce competition. Operating the B& B website is very important. How to let the websites show B& B’s characteristics and comfortable environment to attract tourists is an important and difficult issue for B& B operators. This study using virtual reality to investigate whether travelers purchasing intention by the distance presence of different levels of B & B Website Design. And considering the different visitors’ involvement level. Therefore, this research using (2*3) factorial experiment design. Experiment via 310 undergraduate students. The results including: (1) B& B websites’ presence significant impact the travelers’ purchasing intention.(2)The involvement of B& B of travelers significant impact the travelers’ purchasing intention. (3) The B& B websites’ presence and involvement of B& B of travelers have interaction. So, the B& B’s operators should improve the presence of website to improve the customer’s purchasing intention, especially the change of presence of different seasons.
37
Lee, Chia-ling, and 李佳陵. "The Influence of Online Store Atmosphere and Design on Customer's Emotional Arousal, Attitude, and Purchasing Intention." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/27848197431425458748.
Повний текст джерелаАнотація:
碩士國立成功大學
企業管理學系碩博士班
97
Online retailing has attracted a lot of attention in recent years due to its potential and implication for buyers and sellers. Baker et al. (1994) stated that atmospheric cues may be more influential than other marketing inputs at the point of purchase. As a result, this study adopts the S-O-R framework to illustrate how layout design and ambience atmosphere influence consumers shopping intention on the website. Beside, consumer’s characters are suggested to moderate the relationship between layout design, ambience atmosphere and emotional arousal and shoppers’ attitude toward the website. In this study, we adopt universal value (Schwartz, 1992) to examine its moderating effects on the relationship between stimulus and organism in S-O-R framework. The results of this study indicate that layout design, ambience atmosphere, emotional arousal, and attitude toward the website positively influence purchasing intention. Besides, ambience atmosphere presents more influential effect than layout design. Moreover, openness- to change and self-enhancement positively moderate the relationship between ambience atmospheres, and attitude toward the website, whereas, conservation has negative moderate effect on the relationship between ambience atmospheres, and attitude toward the website.
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CHANG, YA-CHUN, and 張雅純. "The Effects of Service Quality, Customer Satisfaction on Purchasing Intention: An Example of Real Estate Agents." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/z8nfsk.
Повний текст джерелаАнотація:
碩士靜宜大學
管理碩士在職專班
107
This study attempted to investigate the impact of service quality and customer satisfaction on purchasing intention. Due to economic depression, the amendments of the property relevant bills as well as the fierce competition within the industry and other factors, thousands of real estate agents went out of business in about 2 years. The operation and management style therefore has also made a big change in order to improve the service quality which in advance establishing a long-term relationship with customers. This can make them survive and have a place in the market till another wave of economic return. In totally 250 questionnaires were delivered to participants who with house purchasing experience. 191 valid returned questionnaires were used in the following statistical analysis and the results are shown as follows: 1. There is a significant positive effect of service quality on purchasing intention. 2. There is a significant positive effect of service quality on customer satisfaction. 3. There is a significant positive effect of customer satisfaction on purchasing intention. 4. Customer satisfaction partially mediated the relationship between service quality and purchasing intention.
39
SU, YEN HSIU, and 蘇莚修. "The Research on The Behavior Intentions of Customer Purchasing Smartphone-An Example of Tsannkuen Company." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/d467b3.
Повний текст джерелаАнотація:
碩士高苑科技大學
經營管理研究所
104
The purpose of this research was to investigate the factors that affected the behavioral intention of consumers purchasing Smartphone. This study took the Theory of Planned Behavior (TPB) proposed by Ajzen (1985) as the research infrastructure basis and investigated how the variables of “attitude,” “subjective norm,＂and “perceived behavioral control” affect the behavioral intention of consumers purchasing Smartphone, in order to establish the conceptive model of consumers purchasing Smartphone. This research surveyed the consumers with experience of buying Smartphone in the Tsannkuen company retail in Kaohsiung and Tainan area by research-designed questionnaires. Questionnaire survey was conducted with convenient sampling for data collection. Effective questionnaires collected were 475 copies. In data analysis, this study used SPSS 21.0 to proceed item analysis, factor analysis, descriptive statistics, independent sample t-test and one-way ANOVA , furthermore, using AMOS 21.0 to proceed the validation and analysis of research model. The results showed that “attitude,” “subjective norm,＂and “perceived behavioral control” had positive and significant influences on the behavioral intention of purchasing Smartphone. Among three factors on the behavioral intention, the most influential factor was “perceived behavioral control,” the following was “attitude” and then was “subjective norms”. Goodness-of-fit indexes of the research model were good, the explained variance was up to 75%, showed that this model can predict and explain the behavioral intention of purchasing Smartphone effectively. Finally, based on the research results, this study suggested suppliers to strengthen the transaction security, provide maintenance service, the profession and attitude of service personnel , provide promotional activities, offer the interface apt to operate. To enable consumers to grasp the course of using easily is helpful to improve their willing of purchasing Smartphone. Keywords: Smartphone, 3C industry channel overview, Consumer behavior theory, Theory of Reasoned Action
40
YANG, CHIEH-YA, and 楊捷雅. "A Research of the Effect of Customers’ Pre-purchasing Experiences on Their Intentions to Purchas Sporting Goods." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/38144602773918394364.
Повний текст джерелаАнотація:
碩士國立體育大學
休閒產業經營學系
103
In recent years, the concept of product marketing has evolved from traditional marketing to experience marketing, but it has not been widely used in the sporting goods industry marketing experience. The customers’ demands for sporting goods increased, it would be a win-win situation if we can stimulate better experiential pre-purchasing experience of consumers, which will increase their intentions to purchase sporting goods. Therefore, this study was to explore whether there were significant impacts of sporting goods pre-purchase experience on consumers purchase intentions as well as the indirect effects of product attributes and brand image on consumers’ purchase intentions. The purposes of this research study were as follows: 1. to explore the effect of "pre-purchase experience" on "consumers' purchase intention"; 2. to understand whether "product attributes" and "brand image" indirectly affect consumers' purchase intention through the "pre-purchase experience". In this study, a questionnaire was used to collect information in Taichung Decathlon store, 400 consumers participated in this study. SPSS Statistics 20 was used for statistical analysis. The results indicated that the sporting goods pre-purchase experience have significant positive impacts on the brand image and purchase intention and consumer product experience in the process due to the positive perception of product attributes, leading to a positive brand image promotion of effect. It is recommended that the relevant organizations and sporting goods shopping malls can do in-depth research and development of products for its sports goods properties to increase consumers’ awareness of product attributes good, and through the pre-purchase experience to understand the positive effect of the product attributes that whether consumers has a profound positive perception of their brand, and thus enhance the consumers’ purchasing intentions even repurchasing intentions.
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Chen, Chien-Yu, and 陳芊妤. "THE MODERATING EFFECT OF DIRECTING MARKETING AND PRODUCT TYPES ON THE CUSTOMER’S PURCHASING INTENTION OF PROMOTION STRATEGY." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/22026516369120321032.
Повний текст джерелаАнотація:
碩士大同大學
事業經營學系(所)
94
In this study, we used a reference prices* promotion situations* product types * shopping mode between-subjects experiment design to examine the effect of reference prices and promotion situations on purchasing intention. In addition, we also examined the moderating effect of TV/Online Shopping and product types. The results indicate that the reference prices significantly affect consumer’s purchasing intention. The interaction effects of reference prices and TV/Online Shopping have significant differences on purchasing intention. It means TV/Online Shopping have the moderating effect. We also find the product types have not the moderating effect.
42
Yang, Tao Ming, and 楊道明. "The research of service quality and customer’s satisfaction in the re-purchasing intention--case study:85 cafe." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/59930366831305466365.
Повний текст джерела
43
Lee, Shen-Fang, and 李昇芳. "The Research of motivation, recognition, participation and intention for customer purchasing vehicle insurance via auto insurance agency." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/rg7mj3.
Повний текст джерелаАнотація:
碩士銘傳大學
風險管理與保險學系碩士在職專班
94
Due to the rapid development of economies and the rise in national income, insurance education has been popularized, consumer consciousness has been raised, insurance market has been opened, and the quality of insurance service has been promoted and improved. Consequently, consumers have become more and more willing to take out an insurance policy. There are many different ways for consumers to purchase auto insurance; auto insurance agency is one of the gateways. Therefore, auto insurance agency has to understand consumer decision-making in order to raise the ratio of auto insurance. The purpose of this research is to investigate the cause-and-effect relationship that consumers purchasing auto insurance through auto insurance agency, concerning about their motivation, cognition, participation and intension. The Finding result from the Chi-Square Test and Cross Analysis. The overall conclusion is that, 1.When buying new cars and auto insurance from car dealers, the effect of car brands has significant difference. 2.When buying auto insurance from car salesman ,the effect of gender, age, marital status, the frequency of car accident, average of personal income, vehicle price and car brand have significant difference. 3.When buying auto insurance through auto insurance agency, the effect of marital status, the frequency of car accident, car prices and car brands have significant difference. The finding of cause-and-effect relationship between purchasing motivation, cognition, participation and intension, is resulting from statistical analysis. Results show: 1.When consumers have more motivation, they are more willing to buy. 2.When consumers have more cognition, they are more willing to buy. 3.When consumers have more participation, they are more willing to buy. 4.When consumers have more intension, more understanding of merchandise, they are more willing to buy. 5.When consumers have more cognition, more understanding of merchandise, they are more willing to buy. 6.When consumers have stronger motivation, more understanding of merchandise, they are more willing to buy.
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陳佩瑜 and 陳佩瑜. "The Relationships among Service Quality, Customer Satisfaction, Corporate Image and Cross Purchasing Intention- A Case of Chunghwa Post." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/k4gz3v.
Повний текст джерелаАнотація:
碩士國立彰化師範大學
企業管理學系國際企業經營管理
102
The business environment is more difficult in the global economic downturn and low profit situation. In addition to the progression of industrial transformation, Chunghwa Post Co., Ltd., facing unprecedented management bottleneck, strived to break through financial difficulties by further strengthened service quality to improve customer satisfaction, and enhance business competitiveness by diversification, all to consolidate customer base and increase revenue. The present study based on view point of competitiveness enhancement, reviewed literatures on the deviation of different customer profiles towards postal service quality satisfaction, and obtained theoretical concepts of the variables related to the study. The assumption is to explore and study the relationships rendered in various dimensions among service quality, customer satisfaction degree, corporate image and cross-buying intention. The development and design of the questionnaire are hence derived along with research on the underlying assumptions. The study collected data of customer utilizing postal services over-the-counter in central region of Taiwan, and analyzed 309 effective samples by means of SPSS as well as the tool to validate the study hypothesis. The study with empirical analysis showed that: service quality and customer satisfaction positively affect corporate image and consequently positively affect cross-buying intentions. The divergence analysis showed significant differences for groups with varied educational background responding to the same service quality, as well as corporate image perception to groups with age variance. Extended analysis showed a significant level of satisfaction among groups of different ages and residential areas for postal service quality. The study with validated results conclude the following: strengthening the interactions with customer by providing good quality of service can elevate level of customer satisfaction. Bright, clear and professional corporate image with diversified business development that facilitates business sustainability bring along customer re-purchase cross-buying behaviors and overall improve operational performance in business practice Keywords: Chunghwa Post, Diversification, Customer Satisfaction, Service Quality, Corporate Image, Cross-Buying Intentions
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Chen, Yi-Ting, and 陳奕廷. "Exploring Customer Purchasing Intention of Social Commerce Based on Theory of Planned Behavior Taking Facebook as an Example." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/7t9fx7.
Повний текст джерелаАнотація:
碩士國立彰化師範大學
企業管理學系
106
New sales channels have prompted companies to develop new strategies for e-commerce. Social media is booming, and community business has become a hot topic in recent years as community sites mature. This study uses the theory of planned behavior to explore the purchase intentions of Facebook users on social networks, and then discusses whether electronic word of mouth influences the purchase intention of consumers in community business. In this study, a questionnaire survey was conducted and statistical analysis was performed using statistical software SPSS20. The research shows that: 1. Subjective norms, attitudes, and perceptual behavior control have a significant impact on purchase intentions. 2. Electronic word-of-mouth has a significant influence on purchase intention. 3. Subjective norms, attitudes, and perceived values significantly influence purchase intentions through electronic word-of-mouth.
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Fang, Chen Mei, and 陳美方. "Cognition of Mortgage Life Insurance , Factors of Purchasing Mortgage Life Insurance , and Marketing Strategy Influence on Customer Value and Customer’s Purchase Intention – Case Study on Consumer of Financial Institute." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/bzv4y7.
Повний текст джерелаАнотація:
碩士南臺科技大學
高階主管企管碩士班
107
This study aims to investigate different consumers of financial institutions with different gender, age, income, occupation, family type, and individual characteristics. Therefore, we can learn more about cognition of mortgage life insurance, factors of purchasing mortgage life insurance, and marketing strategy influence on customer value and customer’s purchase intention between each variables. The research uses questionnaire survey procedure as main method, according to the consumers of financial institutions in the southern region as research objects. In addition, the research uses SPSS and AMOS statistical software as a tool for statistical analysis. The samples are analyzed by narrative statistical analysis, reliability and validity analysis, factor analysis, correlation analysis, regression analysis, hierarchical regression analysis, and SEM analysis. The results show that: 1.while analyzing the correlation about consumers of financial institutions between cognition of mortgage life insurance, factors of purchasing mortgage life insurance, marketing strategy, customer value, and customer’s purchase intention, there is an apparently positive correlation between each variable. Among them, the relationship between marketing strategy and customer value is the strongest. 2.In the regression analysis of the variables to the customer’s purchase intention, cognition of mortgage life insurance and customer value variables have an apparently positive impact on the customer’s purchase intention variable. 3.In the hierarchical regression analysis of the variables to the customer’s purchase intention, cognition of mortgage life insurance and customer value variables have an apparently positive impact on the customer’s purchase intention variable. 4.According to SEM analysis mode: Cognition of mortgage life insurance has an obviously impact on customer’s purchase intention. Cognition of mortgage life insurance has an obviously impact on marketing strategy. Customer’s purchase intention has an obviously impact on marketing strategy. Marketing strategy has an obviously impact on customer value. Customer value has an obviously impact on customer’s purchase intention.
47
Chen, Da-Wei, and 陳達韋. "A study on the mobile commerce online customer experiences and purchasing intention from the perspective of extended valence framework." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/rakt5n.
Повний текст джерелаАнотація:
碩士國立雲林科技大學
資訊管理系
105
With the development of Internet and e-commerce and the growing popularity of mobile devices led to the rise of m-commerce. However, flexibility in m-commerce also caused the major challenges of customer loyalty .Thus, important factors for business mobile of customer loyalty has become great research topic. This study focused on factors that influence customers to use mobile commerce continuing purchase intention. After the literature, based on extended valence framework established by combining customer experience. And online surveys. For 371 valid questionnaires, to Smart-PLS 3.0 SEM analysis. The results show: (1) trust in the perceived risk, perceived benefit and satisfaction have a significant positive influence. (2) Perceived risk for Satisfaction of influence is not expected. (3) Perceived benefits in the Satisfaction, have a significant positive influence. (4) Customer experience has a significant positive influence on the perceived benefit and satisfaction.(5) Customer experience for perceived risk of influence is not expected .(6) Satisfaction have significant positive influence on the purchase intentions.
48
Huang, Tzu-Hao, and 黃子豪. "The Effect of Community Identification and Customer Knowledge on Negative Word-of-Mouth Receiver’s Purchasing Intention and Information Communication." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/24760656235332326374.
Повний текст джерелаАнотація:
碩士國立交通大學
管理科學系所
98
As online community websites arising like Facebook and Plurk, speed up the spread of Word-of-Mouth and the influence become powerful than before. More enterprises start choosing this channel to promote their new product and service. Depending on the reference, take negative Word-of-Mouth as research information source. The purpose of this research is to find out the effect of community identity and customer knowledge on purchasing intention and information communication. With different condition on information receivers, there are difference on reflect of purchasing intention and information spread intention. Using regression method to analysis, the result came up as following: (1) Community Identification has no impact on receivers’ purchasing intention, but has positive impact on information communication intention. (2) Customer knowledge has positive impact both on purchasing intention and information communication. (3) There are no interactive effect between Community Identification and Customer knowledge.
49
Liao, Kuan-Yu, and 廖冠羽. "The Effects Of Clicks-And-Mortar Context And Customer Value On Online Purchasing Intention: An Empirical Study In Taiwan." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/65588938344854859823.
Повний текст джерелаАнотація:
碩士德明財經科技大學
行銷管理系
100
With the rapid progress of Internet applications in the knowledge economy era, the traditional business model has been transformed. The new applications not only lower the cost of information dissemination, but they are pervasive and fast, triggering a channel revolution. As the literature shows, the relationship between virtual channels and physical channels has been studied extensively, and the development and application of the click-and-mortar business model has also received growing attention. However, the effects of click-and-mortar context and customer value on the online purchasing intention remains less examined. The main purpose of this study is to explore the factors affecting the online purchasing intention empirically using a research model built on the basis of e-commerce, consumer behavior and marketing theories. The samples are from University of science and Technology in North Taiwan, total 800 questionnaires were distributed and 771 copies were returned. The deletion of 186 invalid questionnaires left a total sample of 585, for a sample rate of 73.1%. Structural equation modeling (SEM) is used to analyze the hypothesized relationships between the constructs in the research model, and tested uses AMOS software. The empirical results provide considerable support for the model. The results of our study indicated that channel integration, brand integration and process Integration have a significantly positive influence on customer service integration and customer value; also the customer value had a significantly positive influence on online purchasing intention benefits. Moreover, the channel integration, brand integration had a significantly positive influence on online purchasing intention benefits. This study provides a valuable reference for business managers and information systems executives who implement click-and-mortar strategies in the digital era, and for researchers interested in the development of click-and-mortar strategies.
50
Luo, Yen-Hsin, and 羅妍昕. "The Effect of Customer's Attributes, Cognitive Risks, and Involvement on Purchasing Intention: The Case of IOI Products." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/05949361150010526444.
Повний текст джерелаАнотація:
碩士世新大學
企業管理研究所(含碩專班)
99
This study focuses on exploring the effects of customer’s attributes, cognitive risks and involvement on purchase intention when customers want to buy the investment-oriented-insurance (IOI) commodities. A questionnaire survey was conducted by using convenience sampling. There are 394 valid samples with the effective response rate 34.6%. Data analysis methods adopts confirmatory factor analysis, variance analysis, and multiple regression analysis. Important findings are as follow: (1)The customer attributes such as age, educational level, and purchasing experience have significant differente effects on the perceived risks, involvement, and purchase intention. (2) Customers perceived risks, including financial, functional, and social-psychological risks have significant interrelated influences on purchase intentions. (3) Customers involvement has positive relationship with both purchase intensity and recommendation willingness, where customer with the higher degree of involvement may have the stronger purchase intention. (4) There was a significant interference effect for customer’s involvement on the relationship between perceived risk and purchase intention. The results of this study can provide the financial industry for promoting cross-selling and using different channels and customer databases to plan, design, and implement the marketing activities in Taiwan.