The Impacts of Online 3C Products’ Good Reputation and Perceived Value on Purchase Intention.

• Main Author: 吳冠輩
• Other Authors: 黃怡芬
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/8r738d

碩士 === 大葉大學 === 管理學院碩士在職專班 === 105 === Abstract With the popularity of Internet, e-shop competition has reached climax, Price is no longer the main factor for consumers. The purpose of this study was to investigate whether Word of Mouth and Perceived Value will affect consumer purchase intension while buying 3C products on the Internet. This study therefore set out to assess the relationship among 3 variables: Word of Mouth, Perceived Value and Purchase Intension while buying 3C products on the internet. According to previous references, conceptual framework and research hypotheses are set. The participants in this study were consumers who purchases 3C products on the Internet. With conveniences sampling, 128 valid questionnaires were responded. The analysis used the SPSS22.0 statistical software package. Analysis shows the mean for Word of Mouth, Perceived Value, and Purchase Intension was 3.6375, 3.5762, and 3.6797. The 3 variables all reached satisfy level. Gender has significant difference toward Perceived Value; male has higher recognition toward Perceived Value than Female. Age also shows great difference toward Word of Mouth. Elder people, has more confidence in their decision making process, was less influenced by Word of Mouth. In addition, the higher Word of Mouth is, the more Perceived Value will be considered by consumers; when consumers agree with Word of Mouth, their purchase intension will be increased. Perceived Value is the mediator among the influence between Word of Mouth and Purchase Intension. This study findings may serve as a guide for further research and as a reference for 3C vendors on the Internet.