The Effect of Promotion on Consumer's Purchase Intention、Repurchase Intention and Word-of-mouth Intention–An Empirical study of Digital Content peripheral merchandises

• Main Authors: Pei-Wen Tai, 戴珮汶
• Other Authors: Wei-Pang Yang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/78916038068921685836

碩士 === 國立東華大學 === 資訊管理碩士學位學程 === 99 === The development of the digital content industry has been changing the consumption patterns of the people gradually in recent years. There exist vast business opportunities among video games, animation, comics and other related merchandise digital content peripheral merchandises. In this research, we applied decision tree data mining technique to study the impact of various promotions for Animation, Comic and Game (ACG) on consumer’s behavior. And we found the following three important results: 1. The price pack is the most effective promotional tool of attracting consumers. The manufacturers can try to focus on the packaging of goods on the marketing and content design. 2. Discount of price is very attractive to consumers on the northern part of Taiwan. Merchandise vendors can make adjustments on the price to attract the attention of consumers to increase sales. 3. Among the effective promotional methods, the product warranty is only inferior to the price pack. In the present day, it is indispensable to ensure the quality while the vendors sell various kinds of product.