The influence of advertising to the purchase intention of mobile phone in Taiwan

Kyaw Phyo Linn, Jeng-Chung Chen, William H. Ross

研究成果: Conference article同行評審

摘要

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?

原文English
頁(從 - 到)331-336
頁數6
期刊Proceedings of the International Conference on Electronic Business (ICEB)
出版狀態Published - 2007 十二月 1
事件7th International Conference on Electronic Business, ICEB 2007 - Taipei, Taiwan
持續時間: 2007 十二月 22007 十二月 6

All Science Journal Classification (ASJC) codes

  • 商業、管理和會計 (全部)
  • 電腦科學(全部)

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