The Study of Product Category, Need for Cognition and Information Sharing Behavior on Social Media-Take Apparel Product as an Example

• Main Authors: WU YI CHUN, 巫奕君
• Other Authors: KAO HSIN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/qk4944

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 107 === The development of Internet and social media lets everyone search and share interesting things anytime and anywhere. Brands invest a lot of money on social media to push product visibility. Brands also want their customers to share relevant product information on their social media page, so they’re able to analyze and collect data which show information searching behavior and the way people thinking would affect personal sharing behavior. And whether different product categories have different influence degree. Therefore, we introduce different type of apparel as the experimental cases to examine effects between sharing behavior and need for cognition, and the relationship between need for cognition and sharing behavior. We used Regulation and ANOVA to test each hypothesis. The result shows that different product categories have different influence on need for cognition and sharing behavior. And need for cognition have positive relationship to sharing behavior. Above findings allow brands know more about consumers and plan more accurate marketing plan for new products.