The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience
碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 105 === Mobile commerce has developed rapidly with the growing development of Internet applications, making the integration of online and offline applications and related experiences of mobile commerce users crucial. Moreover, studies have indicated that brand reput...
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| Format: | Others |
| Language: | zh-TW |
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2017
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| Online Access: | http://ndltd.ncl.edu.tw/handle/6bk788 |
| Summary: | 碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 105 === Mobile commerce has developed rapidly with the growing development of Internet applications, making the integration of online and offline applications and related experiences of mobile commerce users crucial. Moreover, studies have indicated that brand reputation positively influences consumer purchase intention, which in turn reveals the effect and role of mobile commerce user experience in the relationship between brand reputation and consumer purchase intention.
This study examined hypermarkets to investigate whether brand reputation positively influences consumer purchase intention through mobile commerce user experience to inform hypermarkets the importance of mobile commerce user experience. A total of 250 questionnaires were administered and 204 valid questionnaires were returned, for a valid response rate of 81.6%. The findings were as follows: (1) brand reputation would positively influence consumers’ purchase intentions; (2) brand reputation would positively influence users’ mobile commerce experience; (3) users’ mobile commerce experience would positively influence their purchase intentions; (4) brand reputation would positively influence consumers’ purchase intentions through users’ mobile commerce experience. According to these results, managerial implications and suggestions for future studies were proposed.
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