The Impact of Online Commentary on Young Consumer’s Purchase Decision

ASIA unversity > 管理學院 > 會計與資訊學系 > 期刊論文 > Item 310904400/111746

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://asiair.asia.edu.tw/ir/handle/310904400/111746

题名:	The Impact of Online Commentary on Young Consumer’s Purchase Decision
作者:	Mei-Hua Huang;Wen-Shin Huang;Chiung-Yen Chen;An-Chi Kuan
贡献者:	會計與資訊學系
日期:	2018-07
上传时间:	2018-12-25 16:10:24 (UTC+8)
摘要:	Nowadays, young generation consumers’ purchasing decision is affected tremendously by online product review, probably far more than other channels of communication. This may imply that strategies of marketing and campaign commercial products very likely need a revolutionary change. Therefore, the purpose of this study is to understand the different impacts of the traditional product endorsement and modern online commentary on young consumer trust and purchase decision. Experimental method was employed to collect data. 120 students participated in the experiment. Results show that youngsters have higher level of trust in online commentary than endorsement. Online commentary than endorsement has a greater impact on youngsters’ purchase intention. As expected, trust has a significant and positive impact on purchase intention. Finally, management implications and future directions are discussed. Nowadays, young generation consumers’ purchasing decision is affected tremendously by online product review, probably far more than other channels of communication. This may imply that strategies of marketing and campaign commercial products very likely need a revolutionary change. Therefore, the purpose of this study is to understand the different impacts of the traditional product endorsement and modern online commentary on young consumer trust and purchase decision. Experimental method was employed to collect data. 120 students participated in the experiment. Results show that youngsters have higher level of trust in online commentary than endorsement. Online commentary than endorsement has a greater impact on youngsters’ purchase intention. As expected, trust has a significant and positive impact on purchase intention. Finally, management implications and future directions are discussed.
關聯:	Proceedings of the 11th International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing ;IMIS-2017;
显示于类别:	[會計與資訊學系] 期刊論文

文件中的档案:

档案	大小	格式	浏览次数
index.html	0Kb	HTML	254	检视/开启

在ASIAIR中所有的数据项都受到原著作权保护.

数据加载中.....