The Singlehood Shopping Desire: The Empirical Study of Individual’s Appliance
碩士 === 國立東華大學 === 企業管理學系 === 105 === This study investigates the interrelationships among cognition, affect, and behavior based on the theory of Response Hierarchy Models proposed by Kotler (2003) to focus on the process of individuals’ shopping. This study proposes a rival model to compare with the...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Published: |
2017
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/t99nvd |
| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 105 === This study investigates the interrelationships among cognition, affect, and
behavior based on the theory of Response Hierarchy Models proposed by Kotler
(2003) to focus on the process of individuals’ shopping. This study proposes a rival
model to compare with the hypothesized model. The results of this study confirm the
followings. (1) Practicality has the most significant and positive effect on
affective-based inertia. (2) Time saving has the most significant and positive effect on
cognitive-based inertia. (3) Brand awareness has significant and positive effects on
both affective-based inertia and cognitive-based inertia. (4) Affective-based inertia
has a significant and positive effect on emotional value. (5) Cognitive-based inertia
has a significant and positive effect on social value. (6) Emotional value is the key
factor of customer citizenship behavior.
|
|---|