The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience
碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 102 === With the development of Internet services, online social media has become the most popular modern interactive platform, also leads the rise of social shopping and change people''s consumption behavior mode. Therefore, the main study was to investiga...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/f87kfm |
| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 102 === With the development of Internet services, online social media has become the most popular modern interactive platform, also leads the rise of social shopping and change people''s consumption behavior mode. Therefore, the main study was to investigate that whether the mere virtual presence experience: Mere Virtual Presence (MVP) and Mere Virtual Presence with Product Experience (MVPE) brand communities and pure brand website would affect consumers’ brand attitude and purchase intention. Besides, using Consumers’ Need for Uniqueness (CNFU) and product type as moderators to discussed the relationship. The results are: low CNFU consumers with search product prefer MVPE brand community. For experience product, MVP and MVPE brand communities have the same preference.
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