The Linkage between the Word-of-Mouth and the Advertising Effects toward the Consumer Purchase Behavior─A Case Study for the Customers of Cell Phone in Southern Taiwan

• Main Authors: Min-Ying Chen, 陳明縈
• Other Authors: Ming-Chu Yu
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/58194791583854808136

碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 92 === As a result of the increasing cell phone holding rate, the competitions are enhanced among these mobile firms simultaneously. At this point, the study explored the impact of advertising effects to consumer purchase behavior. Furthermore, the study also explore an important and emerging topic that about Word-of-Mouth. The study has 523 effective samples from the south of Taiwan’s consumer who have bought and used the cell phone practically and the effective recover rate is 95.1%. The data analysis adapts descriptive statistics, factor analysis, canonical correlation analysis, t-test, ANOVA, regression analysis, and LISREL analysis to verify the hypotheses that were presented in this study. The main conclusions of the research are: 1. Between the advertising effects and the Word-of-Mouth have positive correlation, and the advertising effects will result positive effect in consumer purchase behavior through the Word-of-Mouth. 2. Between Word-of-Mouth and the consumer purchase behavior have positive correlation. 3. The advertising effects will positive affect the consumer purchase behavior. 4. The Word-of-Mouth will positive affect the consumer purchase behavior. 5. Different consumer characters have obvious deviations in each dimension except sex.