The Effectiveness of Brand Equity on Consumer Purchase Intention through Social Media-Twitter as An Example

• Main Author: Altanshagai Gombosuren
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/8qqx6t

碩士 === 國立高雄大學 === 國際企業管理碩士學位學程 === 103 === Abstract The high development of Social media is taking huge advantage on the business market and this new media can be used consumer interaction. As we know consumers interact with mobile phone more than Personal computer to obtain the updated information or experience their purchasing decisions. Social Media is an easy way to get close around the world and share personal experiences by just click a button to which the other side of the world. The aim of this study is to understand the interaction of Purchase Intention on Brand products through Twitter users. The research method used quantitative research. In this research the primary data obtained from the questionnaire. Data obtained by spreading a questionnaire with quota sampling technique by online (Facebook) and offline (Mongolian students in Taiwan) users. Data analysis method using Cronbach Alpha, Factor Analysis and Hypothesis testing to analyze data. From the results of the study proved that Social media (Twitter) has a considerable influence on the Brand equity of Mongolian Twitter users.