| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 103 === As brand concept has been established in modem market, marketing play an essential role for purchase decision-making. The hunger marketing came into being on the basis of brand effect. With the rapid development of market nowadays, hunger marketing is rising and received the attention from the theoretical circles; however, the research progress is slow in both theoretical and empirical aspects. The existing literatures mainly concentrate on the theoretical definition, is lack of in-depth empirical analysis.
In this study, it takes apple and Xiaomi as comparable examples to explore how the hunger marketing affects consumer purchase intention. The online word of mouth (WOM), restricted promotion, customer expectation, affordable marketing strategy, perceived value and purchase intention are factors analyzed in this paper. The study uses SPSS to narrative analysis and AMOS to build Structural Equation Mode (SEM), and then further researches the correlation and coefficient of the variables.
According to the results of this study, the conclusions are as follows:
(1) Online WOM indirectly affect purchase intention by the influence on customer expectation; (2) Restricted promotion shows positive influence on online WOM; (3) Restricted promotion has positive influence on the online WOM; (4) Customer expectation has positive influence on purchase intention; (5) Affordable marketing strategy has positive effect on perceived value; (6) Affordable marketing strategy has positive effect on purchase intention; (7) Perceived value has positive effect on purchase intention.
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