A Study of Understanding the Impact of Information Richness and Brand Awareness on Purchase Intention

• Main Authors: FENG,CHIU-JUNG, 馮秋蓉
• Other Authors: Chen,Shin-Horng
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/cgg2w4

碩士 === 南臺科技大學 === 行銷與流通管理系 === 104 === With the blooming development of networks and social media, the marketing strategy has changed. It is important for corporations to get more commercial opportunities on Internet. The study analyzes the influence of information richness and brand awareness on purchase intention on Facebook website by Media richness theory. The quasi-experimental design is used to get the feedback from questionnaire with actual conditions on Facebook. The results are analyzed with SPSS. The conclusion of the research is information richness and the brand awareness have positive impact on purchase intention of customers. Moreover, the brand awareness also has mediation effect on it. Different social networking sites, because of the different degrees of information-rich, will lead to brand awareness and purchase intent are different. The results of the research could be considered as a reference to formulate the marketing strategy for the corporations.