The Feasibility of Tactual Experiential Products Sell on Internet Market: The Moderating Role of Brand Awareness and Internet Trust.

• Main Authors: Mei-Wen Huang, 黃梅雯
• Other Authors: 楊宗欣
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/g9dbk7

碩士 === 崑山科技大學 === 企業管理研究所 === 96 === The diffusion of the Internet has developed, the Internet shopping becomes a new trade.The Internet shopping was become deservedly our consumer trend. The experiential marketing was advanced by Schmitt (1999), and the focus of this study is on the customer’s experiences. Therefore, is the product suitable sold on the internet that the consumers need to touch and experience?(for example: clothes、bra、shoes ..) Based on the extension of the tactual goods by the experiential marketing, the study puts brand awareness, the website trust to explore the effects on purchase intention. The result was provided for the administration. A 2( product tactual: high product tactual / low product tactual) × 2(brand awareness: high brand awareness / low brand awareness) × 2(website trust: high website trust / low website trust) factorial design was used to test the hypotheses. Data were analyzed using ANOVA to verify the hypotheses that presented in this study, the following point have been concluded: 1. Product tactual had impact on purchase intention. The consumer will have different purchase intention on different product tactual. Namely, the consumer has different purchase intention on the high product tactual (shoes) and low product tactual (bag).2. Brand awareness had impact on purchase intention. That is to say, brand awareness is the consider point when the consumer on the Internet shopping.3. website trust had impact on purchase intention. The result shows: The consumer will have different purchase intention on the high website trust and low website trust.4. There is product tactual affection brand awareness, and it had impact on purchase intention.The high product tactual product and the low product tactual product were effected purchase intention by high brand awareness and low brand awareness.5. There is product tactual affection website trust, and it had impact on purchase intention.The high product tactual product and the low product tactual product were effected purchase intention by high website trust and low website trust.6. There is product tactual affection between brand awareness and website trust, and it had impact on purchase intention.