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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Bibliographic Details
Main Authors:	Min-Cyun Jiang, 江敏群
Other Authors:	Ching-Jui Keng
Format:	Others
Language:	zh-TW
Published:	2014
Online Access:	http://ndltd.ncl.edu.tw/handle/f87kfm

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spelling	ndltd-TW-102TIT054570422019-05-15T21:42:33Z http://ndltd.ncl.edu.tw/handle/f87kfm The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience 以消費者獨特性需求與產品類型探討純虛擬在場經驗對品牌態度與購買意圖之影響 Min-Cyun Jiang 江敏群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. Ching-Jui Keng 耿慶瑞 2014 學位論文 ; thesis 116 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	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.
author2	Ching-Jui Keng
author_facet	Ching-Jui Keng Min-Cyun Jiang 江敏群
author	Min-Cyun Jiang 江敏群
spellingShingle	Min-Cyun Jiang 江敏群 The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience
author_sort	Min-Cyun Jiang
title	The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience
title_short	The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience
title_full	The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience
title_fullStr	The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience
title_full_unstemmed	The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience
title_sort	moderating effect of consumers’ need for uniqueness and product type on the brand attitude and purchase intention of mere virtual presence experience
publishDate	2014
url	http://ndltd.ncl.edu.tw/handle/f87kfm
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The Moderating Effect of Consumers’ Need for Uniqueness and Product Type on the Brand Attitude and Purchase Intention of Mere Virtual Presence Experience

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