| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 101 === Nowadays, as technology has improved massively and the word Global Village is not only makes the distance from country and country but also means the enlargement of marketing and distribution for business. These days there are versify ways in market environment and the image of brand name would be first factor that influence customer decision made but also the method in marketing will decide customer eyes been catched. The significant rolls that consumers make a decision to buy a product comes from their self distinction and habit as well as influence from friends. A business owner has to understand these factors and find a way that makes consumers choose their product from thousands of others.
This research sample from students in xxx University and base on internet business. It discusses reputation evaluation from internet of the seller and carriage which influence to consumer. As well as classify consumer self distinction included friend, individual and dependence as disturb factors.ccording to internet purchase evaluate table from 365 students for this research. Graded from 0-12 related to seller as 0 is the worst and 12 means best. Formula 2(selling reputation: up/down side) x 2(surcharges: Yes/No) x 2(self construe: individual/dependence) x 2(friend purchased: Yes/No.) The result of research, self-construe and friend are the main factor that moderate purchase intension.
The results showed that consumers in different shopping situations, the seller reputation and surcharge to the consumer purchase intention, however, accompanied by a friend, and the consumers themselves self-construction will affect the consumer's purchase intention. And when the seller reputation and surcharge interaction under the influence of self-construction actually interfere with the consumer's willingness to buy, however, be accompanied by a friend when interference on consumer willingness to buy although moderating effect, but the effect is not significant .
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