A study of relationship among consumer’s channel preference、 product involvement and switching behavior
碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === With the economic development in recent years, people get more diverse sources of information and convenience, Also allow consumers to search and obtain a product of the pathway are also more diversified, Consumers in many pathways, may have access preferences;...
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ndltd-TW-099PCCU03210642015-10-28T04:07:29Z http://ndltd.ncl.edu.tw/handle/59306450668771548319 A study of relationship among consumer’s channel preference、 product involvement and switching behavior 顧客通路偏好、產品涉入與轉換行為關係之研究 Yeh, Jenyi 葉人毅 碩士 中國文化大學 國際企業管理研究所 99 With the economic development in recent years, people get more diverse sources of information and convenience, Also allow consumers to search and obtain a product of the pathway are also more diversified, Consumers in many pathways, may have access preferences; Channel preference refers to consumers, according to their shopping expe-rience, personal characteristics or environmental factors, which led to different shopping preferences. Depending on the reason consumers want to buy-depth understanding of products, or products, marketing channels and then purchase other products, or replace the purchase of another home pathway; This is a matter of common marketing activities. In this study, channel preference as independent variables, migration behavior as the dependent variable, product involvement as a mediator. Research to the general pub-lic as an object of study, and the questionnaire asked the subject of apparel products, using random sampling method to send the questionnaire. The results are as follows: 1. Consumer channel preference of a significant positive influence on switching behavior, but the preferred pathway of non-business people in-fluential; 2. The consumer channel preference and product involvement has a significant positive effect, while the preferred pathway of non-business people influential; 3. The consumer industry involvement on a significant positive effect on switching behavior, involvement in the product "product mistakenly purchased" and "symbolic value of products," two dimensions, all have significant positive effects; 4. Consumer product involvement in the channel of preference relations on the switching behavior, with in-termediate results. In this study, and discussion of findings, the field of theoretical and practical im-plications, limitations and future research, are to be discussed in the text. Keywords: channel preference, switching behavior, product involvement Hung, Shihhsiung Tsai, Tungchung 洪世雄 蔡敦崇 2011 學位論文 ; thesis 106 zh-TW |
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碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === With the economic development in recent years, people get more diverse sources of information and convenience, Also allow consumers to search and obtain a product of the pathway are also more diversified, Consumers in many pathways, may have access preferences; Channel preference refers to consumers, according to their shopping expe-rience, personal characteristics or environmental factors, which led to different shopping preferences. Depending on the reason consumers want to buy-depth understanding of products, or products, marketing channels and then purchase other products, or replace the purchase of another home pathway; This is a matter of common marketing activities.
In this study, channel preference as independent variables, migration behavior as the dependent variable, product involvement as a mediator. Research to the general pub-lic as an object of study, and the questionnaire asked the subject of apparel products, using random sampling method to send the questionnaire.
The results are as follows: 1. Consumer channel preference of a significant positive influence on switching behavior, but the preferred pathway of non-business people in-fluential; 2. The consumer channel preference and product involvement has a significant positive effect, while the preferred pathway of non-business people influential; 3. The consumer industry involvement on a significant positive effect on switching behavior, involvement in the product "product mistakenly purchased" and "symbolic value of products," two dimensions, all have significant positive effects; 4. Consumer product involvement in the channel of preference relations on the switching behavior, with in-termediate results.
In this study, and discussion of findings, the field of theoretical and practical im-plications, limitations and future research, are to be discussed in the text.
Keywords: channel preference, switching behavior, product involvement
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author2 |
Hung, Shihhsiung |
author_facet |
Hung, Shihhsiung Yeh, Jenyi 葉人毅 |
author |
Yeh, Jenyi 葉人毅 |
spellingShingle |
Yeh, Jenyi 葉人毅 A study of relationship among consumer’s channel preference、 product involvement and switching behavior |
author_sort |
Yeh, Jenyi |
title |
A study of relationship among consumer’s channel preference、 product involvement and switching behavior |
title_short |
A study of relationship among consumer’s channel preference、 product involvement and switching behavior |
title_full |
A study of relationship among consumer’s channel preference、 product involvement and switching behavior |
title_fullStr |
A study of relationship among consumer’s channel preference、 product involvement and switching behavior |
title_full_unstemmed |
A study of relationship among consumer’s channel preference、 product involvement and switching behavior |
title_sort |
study of relationship among consumer’s channel preference、 product involvement and switching behavior |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/59306450668771548319 |
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