A Study on The Consumers Purchasing Intention Caused by Internet TV Platform Viewing Behavior.

• Main Authors: Huang Yunchu, 黃韻竹
• Other Authors: 王郁彬
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/j8h6wu

碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 104 === Internet marketing is a meaningful and important marketing tool for consumer purchase intention and attitudes.Understanding this type marketing tactic should lead to better targeting of product placement to influence consumers and support marketers.This study focuses on what marketing strategies should be employed by marketers. This study used quantitative methodology with consumers who have watched the TV show as subjects. 1. “TV Connectedness,” “product placement,” and “involvement” are used as affective factors in the attitude model to investigate the influence on purchase intention. 2. “Customer value” is used as the cognitive factor in the attitude model to investigate the influence on purchase intention. 3. The Interference Effects of Supplementary services between the four perspectives. TV Connectedness, Product Placement, Involvement, Customer Value, and Supplementary Services can influence viewers how to do decision.This study makes a distinct distribution to the literature on the internet TV platform viewing behavior. Key Words: TV Connectedness, Product Placement, Involvement, Customer Value, Supplementary Services, Purchase Intention