The Impact of Community Marketing on Purchasing Intention - Exploring the Moderating Effect of Product Involvement and Community Relations

Abstract

This study explores the impact of the marketing function of social media on consumers' willingness to purchase and hopes to contribute to the company and brand in the ?eld of cosmetics In the past the research on the marketing function and purchase intention of social media mostly explored the corporate and store fan pages selling physical goods to understand the consumers' preparations for purchase decisions beforehand They want to know whether the marketing content can impress the hearts of consumers but few studies have further explored whether the content given by the brand will affect the ?nal purchase intention because of the degree of cognitive relationship and the degree of involvement After the analysis the “popularity interactivity and word of mouth” of community function will have a positive impact on behavioral attitude and behavioral attitude will positively in?uence the willingness to purchase In the part of moderating variables the degree of product involvement has no moderating effect and the degree of cognitive relationship will weaken the degree of in?uence

Date of Award	2019
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)