A Study of the Impact of Free Communication Applications on Consumer’s Purchasing Intention for Car Mats -The Case of Office Workers in Hsinchu

• Main Authors: Lai, Rou-Yu, 賴柔羽
• Other Authors: Chiang, Chi
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/99194621719836491730

碩士 === 國立交通大學 === 管理科學系所 === 104 === Recent years, the Internet has changed the way of consuming of people such as online shops, social networks and mobile Apps. All of these approaches can be used in business area. However, not all of products and services can be promoted in these ways. Hence, the study will focus on the free communication applications (such as LINE, wechat, etc.) for car mats, in order to find out the influence of purchasing intention on consumer. The revised Engel－Kollat－Blackwell Model’s consumer decision-making process is used in this study and consider as the main research framework. The interviewee of surveys only focused on the office workers whose work is located in Hsinchu City. The number of effective survey is 406 copies in total. The statistical software, SPSS12.0, is used in the study. The study included following analysis methods, such as descriptive statistics, reliability analysis, validity analysis, factor analysis, one-way ANOVA, chi-squared and regression analysis. The result show that there will be significant on demographic variables and different emphasis level of purchasing intention, source of information, product feature, from free communication applications.