The influence of consumer involvement and perceived value on purchase intention - A case of online clothing industry
| Autor: | CHANG,CHIEN-CHIH, 張建智 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 This study explores the influence of consumer involvement and perceived value on consumers' purchasing desire, and provides relevant units as reference. This research was conducted through online survey at a total of 308 questionnaires from 2017/4/15 to 2017/4/24 with an effective response rate of 100％.According to the research target requirement, descriptive statistics; Cronbach’α reliability coefficient; factor analysis; multivariate analysis of variance; correlation analysis, multiple linear regression analysis and T test were adopted to process the data. Results: 1. Different background variables of consumers have a significant difference on the involvement, perceived value and purchasing desire. 2. The involvement, perceived value and purchasing desire have a positively significant relationship. 3. The purchasing desire may be predicted by the involvement and perceived value, however the emotion value has the most effective prediction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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