Discussion on the Influence of Internet TV Platform on Consumers' Willingness to PurchaseTaking Ling Tung University as an Example

• Main Authors: Yun-Chu, Huang, 黃韻竹
• Other Authors: Hsiao-Ping, Chu
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/76mdm3

碩士 === 嶺東科技大學 === 企業管理系碩士班 === 105 === In 2014, “My Love from the Star” a South Korean Television Series, was an Asian phenomenon. This TV Series proved that we can through the way of “product placement” to affecting the customer's intention to buy, to achieve the purpose of marketing. Therefore, it has also developed a new marketing method, is the use of online viewing platform, in the appropriate location of the relevant goods advertising links, causing the customer's attention. This study used quantitative methodology with consumers who have watched the TV show as subjects. “Customer value” is used as the cognitive factor in the attitude model to investigate the influence on purchase intention. “TV Connectedness,” “product placement,” and “involvement” are used as affective factors in the attitude model to investigate the influence on purchase intention. The Interference Effects of Supplementary services between the four perspectives. TV Connectedness, Product Placement, Involvement, Customer Value, and Supplementary Services can influence viewers how to do decision.This study makes a distinct distribution to the literature on the internet TV platform viewing behavior.