| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 97 === This research is for the influences of network community factors on purchase intention to consumer electronic products, the penetration network community activity to willing purchases effect of influence. Wants to understand the consumer product knowledge fords into with individual purchase desire between relations and the brand to the product knowledge and the purchase desire; Of and wants to understand the network community cohesiveness and the brand involvement, relations the product knowledge and the purchase desire, as well as Word-of-Mouth of internet and brand approval and purchase desire relations. This research by questionnaire survey way in network community collection data, data recycling achievement effective sample idea: 976, after and validity analysis, linear structure relations pattern and master data analysis statistical analyses and so on the letter, the research results are as follows:
1. Consumer electronic products of consumer's product knowledge and purchase desire present to relations; moreover, the brand fords joins a society between strengthened and the purchase desire forward relations.
2. The network community cohesiveness may promote the consumer electronic products brand approval effectively and the brand loyalty, therefore wants to promote the consumer regarding the brand loyal and the sympathy, the building network community cohesiveness is the noticeable actual procedure.
3. The network well known and the brand approval and the purchase desire all are the forward relations, indicated the network reputation dissemination may further strengthen the consumer electronic products consumer's brand approval, may promote consumer's purchase desire because of the brand approval promotion, also the Word-of-Mouth of internet also may affect consumer's purchase desire directly.
4. The network purchase consumer electronic products tribal grouping tribal group sex by the male, the age level occupies by 21-30 year old compared to the majority, indicated the network purchase consumer electronic products market also has many may develop, may develop the feminine tribal grouping tribal group and the high age level network market.
Finally, this research in view of the analysis achievement to the academic circles and the practical realm proposed the correlation suggestion, for example the consumer electronic industry when carries on the marketing business planning, may aim at the product brand involvement the degree high consumer primarily important consumer group, and may with the existing online discussion area cooperation, penetrate the high human spirit the network community and the expense interaction, enhances consumer's purchase desire.
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