Abstract
Consumer purchase intention is one of the key factors affecting companies advertising strategy. Advertising is a pervasive influence in our daily lives. It is urged that, to enhance communication and persuasion, marketers should seek a cognitive, affective, brand attitude or behavioral response through the exposure of advertisement. This paper is to study how ways of advertising influence on the purchase intention of Taiwan University students. Each person couldhave different reasons and motifs (preference) in choosing brand of mobile phones. Therefore, it is interesting to explore the influence of advertising to the purchase intention of Taiwan university students. Three questions are asked; How Taiwan university students react to the advertising? What factors influence the purchase intention of Taiwan university students? And what are the students' reactions to brand attitude?
| Original language | English |
|---|---|
| Pages (from-to) | 331-336 |
| Number of pages | 6 |
| Journal | Proceedings of the International Conference on Electronic Business (ICEB) |
| Publication status | Published - 2007 Dec 1 |
| Event | 7th International Conference on Electronic Business, ICEB 2007 - Taipei, Taiwan Duration: 2007 Dec 2 → 2007 Dec 6 |
All Science Journal Classification (ASJC) codes
- Business, Management and Accounting(all)
- Computer Science(all)