探討越南消費者對品牌知覺、品牌聯想、知覺價值及滿意度對購買意願影響－以EWOM為干擾

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 987654321/28954

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题名:	探討越南消費者對品牌知覺、品牌聯想、知覺價值及滿意度對購買意願影響－以EWOM為干擾
其它题名:	Brand Awareness, Association, Perceived Value and Satisfaction on Purchase Intention--Moderating Effect of EWOM
作者:	陳奕 TRA, Y Y
貢獻者:	企業管理學系管理科學碩博士班紀信光 CHI, HSIN-KUANG
关键词:	品牌資產;品牌意識;品牌協會;感知價值;電子滿意度;購買意向 Brand Equity;Brand Awareness;Brand Association;Perceived Value;E-satisfaction;Purchase intention;TPB;CBBE;eWOM
日期:	2021
上传时间:	2022-08-23 13:33:16 (UTC+8)
摘要:	如今由於技術的發展越來越多的客戶正在應用電子商務來獲取信息以及購買商品和服務，客戶在品牌中扮演著重要的角色，因此客戶的滿意度和客戶的購買意願成為電子商務的必要主題。 -商業。這項研究試圖確定電子滿意度的前因，主持人和後果。這項研究提出，品牌意識，品牌聯想和感知價值是電子滿意度的前提，而購買意願被認為是電子滿意度的結果。此外，eWOM充當感知價值和電子滿意度之間關係的調節變量。進行了調查，並通過在線問卷收集了數據。總共有268個數據用於分析。實證結果表明，品牌知名度和品牌聯想都對感知價值具有積極的顯著影響。此外，感知價值和eWOM對電子滿意度具有積極意義，這進一步增強了購買意向。最後，eWOM對感知價值和電子滿意度之間的關係具有調節作用。研究結果可以為院士提供有價值的見解，以進行進一步的驗證。對於從業者來說，為在線購物設計適當的營銷策略也可能非常有用。　　Nowadays, due to developing of technology, more and more customers are applying electronic commerce to acquire information and purchase of goods and service, customer play an important role for the brand so that customer satisfaction, and purchase intention of customer become a necessary topic for e-commerce. This study tries to identify the antecedents, moderator and consequences of e-satisfaction. This study proposed that brand awareness, brand association and perceived value are antecedents of e-satisfaction, while purchase intention is considered as the consequence of e-satisfaction. Moreover, eWOM is served as a moderator variable on the relationship between perceived value and e-satisfaction. Survey was conducted, and data were collected by online questionnaire. Totally, there are 268 data were used for analysis. The empirical results show that both brand awareness and brand association have positive significant influence on perceived value. Besides, perceived value and eWOM have positive significant on e-satisfaction, which further enhance purchase intention. Finally, eWOM has a moderating effect on the relationship between perceived value and e-satisfaction. The results of the study can provide value insights for academicians to do further validations. It can be also very useful for practitioners to design appropriate marketing strategies for online shopping.
显示于类别:	[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

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