| Summary: | 碩士 === 國立臺北科技大學 === 高階管理碩士雙聯學位學程 === 106 === This study examines the research on community purchase, marketability, and product attraction to purchase intentions. Its purpose is to market through different media and open up channels to be closer to consumers. Taking advantage of the current habit of people not leaving and continuing to use the community every day, companies are also joining the community and thinking about how to use mobile phones to reach out to consumers and improve marketing effectiveness. And analysis of He Haos effective marketing channels allows companies to clearly demonstrate the characteristics of their products, and generate product attractiveness to their target customers, which in turn drives purchase intentions and affects business revenues. Therefore, this study explores and strengthens its relationship so that companies can use this as a basis to expand their marketing tactics and increase their customer base more quickly in order to achieve profitable goals. The questionnaire for this study was sent out from March 1 to April 1 using a convenient sampling method to remove unusable samples and a total of 279 questionnaires were distributed in this study, remove invalid questionnaire, a total of 255 copies. The questionnaire recovery rate is 91.4%. The analysis result after SPSS 18 of windows analysis is that the community marketing and the local marketing club positively influence the product attractiveness and purchase intention.
In addition, product appeal has a mediating effect on community purchases, on-the-ground marketing, and product purchase intent.
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