以社群媒體提升顧客購買行為之效果：以印度為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/27988

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/27988

Title:	以社群媒體提升顧客購買行為之效果：以印度為例
Other Titles:	The Effects of Social Media as a Tool to Promote Customer's Purchasing Behaviors: An Evidence in India
Authors:	維諾特 VINOD, KUMAR
Contributors:	企業管理學系管理科學碩博士班郭東昇 KUO, TUNG-SHENG
Keywords:	社交媒體營銷;對社交媒體營銷的態度;社交媒體行為;顧客價值;購買意願 Social Media Marketing;Attitude toward Social Media Marketing;Social Media Behavior;Customer's Value;Purchase Intention
Date:	2019
Issue Date:	2022-02-22 15:00:10 (UTC+8)
Abstract:	本研究基於社交媒體營銷作為促進印度客戶購買行為的工具。自從過去幾年以來，社交媒體在印度已經上升到了很高的水平。根據DEI Worldwide在2008年進行的一項調查，社交媒體也被用於商業領域以促進和銷售產品(Brown, 2009)。社交媒體營銷對業務有積極影響。這是為公眾提供了在線尋找商業，產品和推廣它們的機會(Akar, 2010)。　　該研究的主要動機是評估和分析社交媒體行為的數據並加強參與策略，Weber(2009)並分析客戶對購買意願的反饋，並採取必要措施來增加購買意願。此外，本文還研究了社交媒體營銷在印度市場取得多大成功。　　為了進行這項研究，本研究採用了更科學的定量方法。定量研究與此次調查有關，其中收集了許多受訪者的替代方案。為了檢驗本研究提出的假設，採用了五種方法學技術。描述性統計分析，因子分析和可靠性測試，獨立樣本t檢驗，單因素方差分析(ANOVA)，多元回歸分析。　　社交媒體營銷中的這種意義與所有變量一樣，在參與社交媒體營銷時是有意義的事情。特別是關於社交媒體營銷的積極貢獻的發現。社交網絡提供了一個獨特的機會來調查相關社區的產品或服務需求。31-40歲的人最活躍於社交媒體營銷和社交媒體，大多數人使用Facebook。　　This study is based on the social media marketing as tool to promote customer purchasing behavior in India. Social media has risen to a great level in India since last few years. According to a survey done by DEI Worldwide in 2008, social media is also used in business world to promote and sale of products (Brown, 2009). Social media marketing has positive effects on business. It offers an opportunity for the public to find business, products, and promote them online (Akar, 2010). 　　The main motive of the study is to assess and analysis the data on social media behavior and strengthen engagement strategies, Weber (2009) and also analysis the customer feedback on purchase intention and take necessary steps to increase it. Further this paper also study how far social media marketing is successful in Indian market.　　To perform this study more scientific quantitative methodology were applying in this study. Quantitative research is connected in this investigation where a lot of respondents' alternatives cab be gathered. To test the hypotheses as developed from this study, there are five methodological techniques adopted. Descriptive Statistic Analysis, Factor Analysis and Reliability Test, Independent Sample t-test, One-way Analysis of Variance (ANOVA), Multiple Regressions Analysis.　　This significance among social media marketing with all variable which has been meaningful things when participate social media marketing. In particular, the finding about the positive contribution on social media marketing. Social networks provide a unique opportunity to survey the relevant community on their products or services wants and needs. 31-40 years old person are most active on social media marketing and social media which most use Facebook.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

Files in This Item:

File	Description	Size	Format
107NHU00457026-002.pdf		1107Kb	Adobe PDF	0	View/Open
index.html		0Kb	HTML	510	View/Open

Loading...