| Summary: | 碩士 === 東吳大學 === 國際貿易學系 === 92 === Consumers'' decision making always has an impact on the marketing strategies of banks. Domestic consumers used to communicate directly with banks instead of dealing with the third party. When the channels become more diverse, some variables may emerge and affect consumers'' choices. In addition, the introduction of the channel of the third party may require imposing surcharges on consumers. Therefore, when banks try to maximize their profits through the channel of the third party, they must consider its potential negative effects.
The research examines what factors will influence the consumer''s decision making when the third party is involved in the marketing channels. There are three internal variables in this study: faithfulness to the brand name, trust and perception risks. In addition, there are two external variables: banks and the third party. The results of the study have implications on how banks can better sell their products through the third party.
|
|---|
