| Summary: | 碩士 === 國立中央大學 === 英語商業管理碩士學位學程 === 101 === The ubiquitous system devices industry has created a new trend in communication. However, in current highly competitive markets, in order to learn more about the current consumer purchasing intention environment in Taiwan's ubiquitous system devices markets, also as more and more social Medias become available to the public. It is very important to research the relationship of social Medias and the consumer’s purchasing intention. This research aims to investigate the internal and external predictor which would cause an individual to get addicted to social Medias. A conceptual model has been developed based on a survey sample of 281 consumers. The survey results were obtained in the capital of Taiwan city of Taipei, Taiwan. First, we discuss about the internal effect of social Media’s addiction through the implication of self-regulation theory in the purchasing intention of ubiquitous system devices. More specifically, the influence of positive experience, positive emotionality, depression, anxiety and other control variables are examined. Then, we explores from the external perspective such as perceived capability and overall installed base. Partial least squares (PLS) are employed to analyze the survey data and it provides reasonable support for the validity of the proposed model.The results show that social media’s addiction significantly affects the purchasing intention of ubiquitous system devices.
|
|---|
