Exploring the Gender and Consumer’s Exploratory Buying Behavior to Purchase Intention in ELM Model

• Main Authors: CHEN, YU-HSIN, 陳禹妡
• Other Authors: HUANG, HUI-HSIN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/xxzp77

碩士 === 真理大學 === 企業管理學系碩士班 === 106 === It is difference between gender in the physical and psychology. Thus it should take different strategies for men and women target to promote products. This study takes gender and consumer’s exploratory buying behavior as two independent variables to explore the promotion information from central or peripheral route in Elaboration Likelihood Model (ELM) model. The experimental method is used to discuss the effect from different advertising information. After that the consumer may show perceived risk and perceived valued of advertising to purchase intention.The results indicate that in the central route advertising messages, perceived risk of female is higher than male. In different route advertising, exploratory buying behavior influences perceived risk. Perceived value has a significant positive impact on purchase intention.