作者未提供
| Autor: | Jin-Jung Chen, 陳瑾蓉 |
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| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 The appearance of Internet has contributed to rapid growth of both surfer population and business applications. Under the impact, the new consumption trend of online bidding is growing rapidly. Besides, under the severe competition, it gets more and more important to have the ideas about brand management. However, building brand name in the world of Internet is comparably more difficult than in the real world due to the open and free information flow. There are no imitation barriers for new techniques or marketing methods. A web user can easily search or compare products among different websites. It is thus difficult to build customer loyalty. Therefore, building Internet brands is essential to the Internet dealers. The study examines the brand equity of Internet Auction Site and uses questionary and multivariate statistical analysis include: Reliability Analysis、Principal Component Analysis、Factor Analysis、ANOVA 、 Regression and MultiDimensional Scaling Analysis, (MDS) to discuss the factors affecting the Brand Equity of Internet Auction Site and the audience’s cognition, and in the Internet Auction (Yahoo and eBay), who is the best auction in consumers mind. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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