Exploring the Effects of the Mere Virtual Presence with Experience on Brand Attitude and Purchase Intention with the Personality and Brand Engagement in Self-Concept

• Main Authors: Hsiao-Li Tuan, 段曉莉
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/5mepbx

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 102 === This study aimed to discuss three types of brand website type—Mere Virtual Presence with Product Experience (MVPE), Mere Virtual Presence (MVP) and Pure product website (Pure) on brand attitude and purchase intention of online brand community, which moderated by consumer personality and brand engagement in self-concept. The results are: a dominant and high brand engagement in self-concept consumer prefer MVPE, dominant and low brand engagement in self-concept consumer prefer MVP, and submissive and low brand engagement in self-concept consumer prefer pure product website.