社交媒體對消費者行為的影響

南華大學機構典藏系統 > 管理學院 > 企業管理學系(管理科學碩/博士班,非營利事業管理碩士班) > 博碩士論文-管理科學碩博士班 > Item 987654321/28710

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题名:	社交媒體對消費者行為的影響
其它题名:	The Influence of Social Media on Consumer Behavior with the Mediating Effect of Consumer Trust, Perceived Value and Perceived Risk: A Case Study in India
作者:	莫妮卡 KUMARI, MONIKA
貢獻者:	企業管理學系管理科學碩博士班郭東昇 KUO, TUNG-SHENG
关键词:	社交媒體;消費者行為;購買意向;保值;保值風險;社交媒體營銷 social media;consumer behavior;purchase Intension;preserved value;preserved risk;social media marketing
日期:	2021
上传时间:	2022-08-11 10:09:02 (UTC+8)
摘要:	如今，社交媒體無疑已成為我們生活中不可或缺的一部分；人們在各個方面都使用它。雖然社交連接了世界，但現在它也成為了在線營銷的樞紐。通過社交媒體進行營銷為消費者提供了可用性、連通性和更多選擇的機會。　　本文映射了購買意願測試保值、保值風險、消費者信任的中介作用。該研究將識別並鞏固在社交媒體環境下影響買家購買意願的前身因素。這認為社交媒體的使用將對買家在社交媒體上的信念和感知價值產生積極影響。本研究的目的是為賣家提供一些見解概覽，以從消費者的角度研究印度消費者的購買意圖。數據將通過向 200 名印度學生、受僱或自僱人士發送調查問卷來收集。數據將使用IBM SPSS 22.0軟件進行分析，包括採樣頻率、均值、標準差、可靠性、相關性、回歸分析、因子分析和相關性分析。本文將揭示社交媒體如何影響印度消費者的購買意願；它還有助於了解印度消費者在社交媒體背景下的行為。　　Nowadays, undoubtedly social media became an essential part of our life; people use it in all aspects. Although sociability connects the world, now it also became a hub of online marketing. Marketing through social media gives access to usability, connectedness, and more options to their consumers. 　　This paper maps the purchase intention testing the mediating the effect of preserved value, preserved risk, consumer trust. The study will recognize and consolidate predecessor factors that impact buyer buying intention beneath the setting of social media. This believes that the use of social media will have a positive impact on the beliefs and perceived value of buyers on social media. The objective of this research study is to endow some insights overview for sellers to find out the purchase intention of Indian consumers as it studied from the side of consumer's point of view. The data will go to collect by sending a questionnaire to 200 persons who are a student and employed or self-employed people in India. The data will analyze by using the IBM SPSS 22.0 software, which includes sampling frequency, mean, standard deviation, reliability, correlation, regression analysis, factor analysis, and correlation analysis. This paper will reveal how social media influences purchase intension of Indian consumers; it will also help to understand Indian consumers' behavior under the social media context.
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