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https://rsuir-library.rsu.ac.th/handle/123456789/838| Title: | 顾客购买动机对顾客购买意图影响研究 以抖音短视频为例 |
| Other Titles: | The impact of customer purchasing motivation on customer purchasing intention : tiktok short video as an example |
| Authors: | 杨赟, Yun Yang |
| metadata.dc.contributor.advisor: | Yang Shu Chen |
| Keywords: | Customer services -- Management -- Case studies;Consumer behavior -- Case studie;Consumer behavior -- Decision making |
| Issue Date: | 2018 |
| Publisher: | Rangsit University |
| Abstract: | 如今网络技术的突飞猛进, 随之改变出各式各样新媒体, 人们的碎片化生 活都用于浏览接收新媒体带来的信息, 所以越来越多的企业开始注重新媒体广 告宣传, 新媒体营销已经成为企业营销战略的必备常识, 想要通过新媒体宣传 达到四两拨千金的作用。 近年来新媒体广告营销对消费者的影响越来越受到研究学者的关注和重 视。把本文重点讨论在新媒体影响下顾客购买动机及其影响、顾客的广告态度 是否能调节这些影响。通过查阅网络、书籍、期刊搜集资料,阐述新媒体营销背 景下顾客的从众动机、娱乐动机、社交动机影响顾客购买意图。并建立关系模 型, 收集问卷调查来验证模型假设。分析结论并给予企业新媒体营销相关的建 议, 在理论上为新媒体营销的方法提供可信性实践指导。 |
| metadata.dc.description.other-abstract: | The rapid development of digital technology and Internet communication is resulting the emerging of various new media. People nowadays spend more time on browsing and receiving information from new media than they used to. Therefore, more and more enterprises have begun to pay attention to new media advertising. New media marketing has become a core activity of enterprise marketing strategy. In recent years, the impact of new media advertising on consumer buying behavior has been getting more and more attention from scholars. This thesis aims to investigate the impact of new media on customer purchase intention. A literature review of Internet, books, and periodicals were conducted to collect data. From the literature review, this thesis summarized the customers purchase intention is influenced by public motivation, entertainment motivation and social motivation. A relationship model was established and used in designing a questionnaire. A survey was then done and data from the questionnaires were used to verify the model hypothesis. Finally, the result was used to make some recommendations for new media marketing and used as a future reference. |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2018 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/838 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Yun Yang.pdf | 2.04 MB | Adobe PDF | View/Open |
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