The research of the influence of social websites on brand purchase intention - Vehicle Video Recorder

• Main Authors: LI-PO-HSUIN, 李柏勳
• Other Authors: 羅志成
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/66905485809301528375

碩士 === 國立彰化師範大學 === 工業教育與技術學系 === 102 === The main research question in this study is whether the experience marketing affect the purchasing intention of participatants’ virtual social network. Is the degree of involvement a direct covariance of virtual social network participant’s background? Participant’s information is collected using online poll system, the data is then methodologically breakdown and analyzed. Utilizing the study to establish balanced score card for an impartial analysis and hypothesis examination. The study anticipated change of attitude in consumer and brand owner with degree of involvement in Experience Marketing as its cause of variance. The empirical result clearly demonstrates; 1. Virtual social network participants exhibited a positive purchasing intention through sensation marketing. 2. Virtual social network participants exhibited a positive purchasing intention through behavioral experience. 3. Age, income and marriage status of repondents group exhibited positive trend with Experience Marketing. Key word : virtual community、word of mouth、community marketing、purchasing intention、network marketing、experiential Marketing .