探究網絡口碑質疑感、年齡差距、不信任感、原產國 效應與購買意願之間的關聯性--社交媒體情境下計劃 行為理論之擴展框架

文化大學機構典藏 CCUR > 國際暨外語學院 > 全球商務學位學程 > 博碩士論文 > Item 987654321/52694

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题名:	探究網絡口碑質疑感、年齡差距、不信任感、原產國效應與購買意願之間的關聯性--社交媒體情境下計劃行為理論之擴展框架 Investigating the Relationship among Skeptical eWOM, Age Difference, Mistrust, Country of Origin and Purchase Intention - An Extended Framework of the TPB Model within the Context of Social Media
作者:	林雪謙 PERTIWI, HANNY SARI
贡献者:	全球商務碩士學位學程碩士班
关键词:	TPB (Theory of Planned Behavior)
日期:	2023
上传时间:	2023-07-06 11:18:26 (UTC+8)
摘要:	Under the influences of the development of ICT (Information and Communication Technologies), the platform of social media for communication has enabled globalization and brought many changes as well as challenges from the aspect of opinions expressions from traditional WOM to electronic WOM (eWOM). Especially the Internet makes it much easier for anyone to express opinions or give comments without identifying his or her actual name may occur mistrust (MS) or lead to skeptical eWOM (SWM). In addition, different attitudes toward purchase intention among the X generation and Z generation due to age differences are also important to consider in this research framework. Moreover, the effect of Country of Origin (COO) plays one of the factors to strengthen or weaken consumers’ perceived values about products under the impact of the Internet. According to CNBC Indonesia, 60% of Indonesians consider that products or brands originating from developed countries are better than those from developing countries in terms of product quality and design. However, the influence of the COO on various consumers’ purchase intentions has not gained conclusive results yet. Therefore, the purpose of this study aims to extend a conceptual research framework of the Theory of Planned Behavior (TPB) with four new variables including mistrust (MS), skeptical eWOM (SWM), Country of Origin (COO), and age difference. Theoretically, the research results show that SWM directly influences attitude, subjective norms, and Perceived Behavioral Control toward purchase intention. Secondly, the COO has a significant positive influence on attitude and purchase intention. Thirdly, age difference plays the role of a moderator to influence the relationship between SWM and attitude. Fourth, mistrust also plays a moderator to exert an influence on the relationship between attitude and purchase intention. Practically, these results are beneficial to understand the effect of skeptical eWOM and COO towards purchase intention among different generations and may greatly assist marketers in strengthening the relationship between consumers and businesses to carefully design marketing campaigns through the Internet.
显示于类别:	[全球商務學位學程] 博碩士論文

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