文化大學機構典藏 CCUR:Item 987654321/29853
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/29853


    题名: 推敲可能性模型之網站購物應用 - 以手機為例
    The Application of Elaboration Likelihood Model (ELM) to Website Shopping - Take Mobile Phone as an Example
    作者: 巴日
    Batjargal, Narantsetseg
    贡献者: 國際企業管理學系
    关键词: Consumer involvement (CI)
    Elaboration Likelihood Model (ELM)
    Involvement
    Website shopping
    日期: 2015-06
    上传时间: 2015-07-06 14:36:35 (UTC+8)
    摘要: This research aims to investigate the relationship between the Elaboration Likelihood Model (ELM) and consumer involvement under the situation of website shopping. The ELM of persuasion proposed by Petty and Cacioppo (1986) is a dual process theory indicating how attitudes form and change. Websites are essentially a type of information technology. Customers may choose their preferable products through shopping websites with the function of interactive communications and fulfill the transactions through the platform (Sun and Lin, 2009). However, the website should be designed as user friendly, such as necessary information provided and easy to us for customers. On the other hand, consumer involvement is an important part of marketing since it provides essential cues about what are the consumer’s interests, where does he/she search for product information, and how long will it take for the consumer to make a purchase, etc. Additionally, there are different types of involvement that influence different areas related to consumers’ purchase, such as product involvement, purchase decision involvement, advertising involvement, and consumption involvement. This research invites respondents to answer a full size of questionnaire with variables that have adequate dimensions based on literature review. Questionnaire survey with Seven-point Likert scale is conducted and factor analysis, reliability, correlation analysis, and regression analysis methods are applied with SPSS 22.0 software to conduct the empirical analysis. The result indicated the positive effects of ELM on consumer involvement.
    显示于类别:[企業管理學系暨國際企業管理研究所] 博碩士論文

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