Cross-border Shopping for College Students in Taiwanin the New Media Era - A Case Study of TaobaoTianmao

• Main Authors: BAO,PAN-DA, 包潘達
• Other Authors: LIANG,DAN-QING
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/j4say5

碩士 === 南臺科技大學 === 資訊傳播系 === 106 === With the full popularity of the network and smart phones, the people have entered the new media era. In recent years, the Internet shopping has developed rapidly. It is closely linked with the new media, which has the aid of the network. The network shopping platform and the new media have a natural advantage in marketing. Cross - border shopping has become the most popular way of shopping for students and young people. The cross-border shopping has gradually become a part of their daily life from a new thing. With the wide application of the Internet, the network is omnipresent, and online shopping is becoming the main way of consumption. As the main force of consumption, college students are consuming more and more on the Internet. This paper, based on the theory of consumer behavior and opinion leaders, takes the college students in Taiwan as the research object and designated as a shopping experience with Taobao Tmall website. At least one of the new media has been used and the consumer groups who have received the new media marketing information from Taobao's Tmall shopping website. Take Facebook, blog and YouTube as the main representatives of new media. By using the methods of literature review, interview and questionnaire, the influence of new media marketing on consumer purchasing behavior is studied. In this paper, seven hypotheses are put forward. A total of 220 questionnaires are distributed, and 205 valid questionnaires are actually collected. The percentage of effective questionnaires accounted for 93.2% of the actual questionnaires, and SPSS statistical analysis software was used for statistical analysis.this article reviews the definition, strategy, significance and relationship between new media marketing and consumer behavior. The path relationship between new media characteristics, official influence, attitude, perceived value and purchase behavior. Finally, through the empirical analysis of the questionnaire data, the direct positive impact of the new media characteristics on the purchase behavior and the indirect positive impact of the official number influence on the purchase behavior are verified, and the intermediary effect of the consumer attitude on the new media characteristics and the purchase behavior is verified. This paper combines the theory of opinion leaders in communication and the theory of consumer buying behavior in marketing, and demonstrates the role of the new media opinion leaders in the network shopping environment, and consolidates the internal relations between marketing and communication.