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    ASIA unversity > 管理學院 > 經營管理學系  > 博碩士論文 >  Item 310904400/10706


    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/10706


    Title: The Impact of Mobile Promotion on Brand Evaluation and Purchase Intention to Teenagers
    Authors: Sheng-Chuan Chiu
    Contributors: Department of Business Administration
    Keywords: Promotional activity;Brand evaluation;Purchase intention
    Date: 2010
    Issue Date: 2010-11-04 17:20:15 (UTC+8)
    Publisher: Asia University
    Abstract: Promotional activity is often used as a short-term incentive tool, and it’s designed to stimulate consumers or distributors, so that it can quickly generate the purchase intention or generate more and more purchase intention of buying a particular product or service. Besides, the brand is one of the important assets of an enterprise and it also plays an important role in the field of marketing management, so that it became a significant basis for consumers when they are choosing some products. In this research, we select the mobile promotion of Sony Ericsson as an example, and utilize questionnaires to study for teenagers. The purpose of this research is to comprehend that if the difference between mobile promotions could really have a significant impact on teenagers’ brand evaluation and purchase intention. By means of Pearson correlation we can find out that there has a significant correlation between “mobile promotion,” “brand evaluation” and “purchase intention”. And then, by using the “multiple regression” to analyze these data, some conclusions has been made based on our analysis:
    1. There has a significant difference between “mobile promotions” and teenagers’ “brand evaluation”.
    2. There has a significant difference between “mobile promotions” and teenagers’ “purchase intention”.
    3. There has a significant difference between “the brand of mobile” and teenagers’ “purchase intention”.
    Finally, we recommend the distributor when they do some goods promotions, they have better to take the target consumer as a restriction, so that it will not interfere the brand evaluation due to the overabundance of the brand.
    Appears in Collections:[經營管理學系 ] 博碩士論文

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