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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ndltd-TW-105LTC006910032019-05-15T23:24:32Z http://ndltd.ncl.edu.tw/handle/6bk788 The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience 零售量販業之品牌知名度對消費者購買意願的影響:使用者行動商務體驗的角色 Pi-Hsin Hsu 許碧心 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. Jia-Wen Liou 劉嘉雯 2017 學位論文 ; thesis 39 zh-TW |
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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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author2 |
Jia-Wen Liou |
author_facet |
Jia-Wen Liou Pi-Hsin Hsu 許碧心 |
author |
Pi-Hsin Hsu 許碧心 |
spellingShingle |
Pi-Hsin Hsu 許碧心 The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience |
author_sort |
Pi-Hsin Hsu |
title |
The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience |
title_short |
The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience |
title_full |
The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience |
title_fullStr |
The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience |
title_full_unstemmed |
The Effect of Brand Reputation on Consumers’ Purchase Intention in the Hypermarket Industry: The Role of Users’ Mobile Commerce Experience |
title_sort |
effect of brand reputation on consumers’ purchase intention in the hypermarket industry: the role of users’ mobile commerce experience |
publishDate |
2017 |
url |
http://ndltd.ncl.edu.tw/handle/6bk788 |
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