Research on Consumers’ Purchase Intention for Using Consumer Empowerment Theory-Take MR. SESAME for Example

• Main Authors: Yu-ChengChen, 陳玉振
• Other Authors: Hui-Ting Tsai
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/q5vbcx

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 107 === The aim of this study is to explore the relevance and influence among consumer empowerment, consumer involvement, brand trust, product word-of-mouth and consumer purchase intention by using consumer empowerment theory. After questionnaire survey, We collected 160 useful questionnaires and used SPSS 24.0 software for empirical analyses. The empirical results of this study are as following: (1) Consumer empowerment, consumer involvement, brand trust, product word-of-mouth and consumer purchase intention have significant positive correlation to each other; (2) Consumer empowerment exerts a positive and significant effect on consumer purchase intention; (3) Consumer involvement exerts a positive and significant effect on consumer purchase intention; (4) Brand trust exerts a positive and significant effect on consumer purchase intention; (5) Product word-of-mouth exerts a positive and significant effect on consumer purchase intention.