The Empirical Study of Antecede Factors on Consumer Purchase Intentions for Digital Life Information and Communication Technology (ICT) Products

• Main Authors: Huei-Jue Chung, 鍾慧珠
• Other Authors: Chin-Wen Wu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/05903147467558091758

碩士 === 國立中興大學 === 行銷學系所 === 98 === Purchase intention related concepts in the digital life information and communication technology_(ICT) industry has received little attention. Thus, understanding the purchase intention of the ICT customers in this sector may be worthwhile. Little attention has been given to examining the antecedents of purchase intention in the ICT context, although a number of researchers have isolated one or more variables that impact on technique and application dimensions. However, there appears to be no systematic effort to incorporate the potential antecedents in a single study for the ICT industry. This thesis attempts to address this gap in the literature. Specifically it presents a comprehensive view of purchase intention for digital life information and communication technology industry and proposes a model of its potential antecedents for providing some marketing and management suggestion and adequate business model for building competitive advantage. There are total 446 valid questionnaires from personal interview and internet collection, and the model is verified by Structural Equation Modeling (SEM). It is found that (1) product knowledge has a positive direct impact on perceived risk; (2) product knowledge has a positive impact on perceived price; (3) perceived risk has a positive but not strong impact to perceived value; (4) product knowledge has a direct positive impact on perceived value; (5) perceived price has a direct positive impact on perceived value; (6) perceived risk has little positive impact to purchase intention; (7) product knowledge has a direct positive impact on purchase intention; (8) perceived price has no significant impact to purchase intention; (9) perceived value has a positive impact on purchase intention.