Investigating The Effects of Mere Virtual Presence with Product on the Brand Attitude and Purchase Intention With Social Transparency and Construal Level

• Main Authors: Yen-Chi Chu, 朱彥綺
• Other Authors: Ching-Jui Keng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/q8ts9f

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 102 === This study aimed to discuss two types of interpersonal virtual product experience－Mere Virtual Presence with Product Experience (MVPE) and Mere Virtual Presence (MVP) on advertising effects including brand attitude and purchase intention of online brand community, which moderated by social transparency and construal level. First, the study investigated the advertisng effects of different MVPEs. Then, explore the advertising effects of MVPEs under the moderating effects of social transparency and construal level. The results show that: consumers of high construal level prefer low social transparency MVP and consumers of low construal level prefer high social transparency MVPE which have good brand attitude and purchase intention of online brand community as compared to others.