The Effect of Customer Capital on Consumer Purchase Intention-The Case of Far Eastern A-Mart Hualien Branch
| Autor: | YANG,ZHEN-HAO, 楊鎮豪 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 The purpose of this study is to realize and clarify the ways in which stores enhance the impact of customer capital on consumer purchase intention. This research based on Hualien Far East’s consumers as its research object takes Hualien Far East Ai-Mai as an example. It adopts convenient sampling and collects 457 valid questionnaires. It also divided the purchase intention into two categories, namely, strong willingness to buy and weak willingness to buy, and discussed four major constructs of customer capital: the influences of basic marketing ability, market expansion ability, market intensity, customer response to strong willingness to buy and weak willingness to buy. The four constructs of customer capital have a significant positive impact on the strong willingness to purchase by empirical analysis, which results support H1. However, the weak willingness to purchase are significantly positive affected by three constructs of customer capital, but the basic marketing ability does not have a significant influence on the weak willingness to purchase, which results part support the H2. This study confirms that the store establishes a good interaction with customers, and good customer capital can indeed increase consumers' willingness to buy. This study provides practical suggestions for stores and consumers, and follow-up researchers are also advised by empirical results. Keywords: Customer Capital, Consumer Purchase Intention, Hualien Store. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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