The Study of Generation Y Customer Purchase Intention as Choosing Electric Scooter Based on Theory of Planned Behavior

Abstract

This thesis is to study the key factors that promotes e-scooters to Generation Y customers Using the Theory of Planned Behavior (TPB) the thesis tries to figure out the interaction between product knowledge involvement subjective norm perceived behavioral control and purchase intention The results show that product knowledge has significant effect on involvement involvement has significant effect on purchase intention subjective norm has significant effect on purchase intention perceived behavioral control has significant effect on purchase intention and involvement has mediation effect between product knowledge and purchase intention

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