The Effect of Brand Community Participation on Price Sensitivity
| Autor: | Yen, Ci, 顏琪 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 When consumers face the different prices, they have reaction on price sensitivity. If consumers don’t real care about the increased price, they have lower price sensitivity. How to reduce consumers price sensitivity, the company have to focus on creating and maintain the competitive advantage. The level of consumer uptake of the brand community participation, it will affect the consumer brand loyalty. The brand loyalty is the heart of a brand consumers have a strong preference for the tendency with the brand, the consumers have identify, emotion, and understanding, causing consumer buying behavior of brand products. Thus, brand loyalty will affect the consumer price sensitivity. The purpose is brand community participation and price sensitivity of the existence of a negative relationship. The study choose the brand community categories and produce categories in this study. I choose Student in Chinese Culture University for the questionnaires. The study collected 400 questionnaires from student. It had 240 questionnaires were valid. The valid response rate is 63.2 percent. The result of our study shows that between brand community participation and price sensitivity is negative correlation. It means the hypothesis of this study is supported. According to the results, this study will propose the meaning of theoretical and practical, and then provide some suggestions in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|