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Jingxuan Ma. The Infilence of E-Commerce Marketing Mode on Consumers' Purchase Intention -- Taking the Emphasis Jewelry Brand as an Example. Master's Degree(Business Administration). . : Dhurakij Pundit University, 2022.
The Infilence of E-Commerce Marketing Mode on Consumers' Purchase Intention -- Taking the Emphasis Jewelry Brand as an Example
电商营销方式对消费者购买意愿的影响 --- 以艾斐诗珠宝品牌为例
Name: Jingxuan Ma
ThaSH:
Consumer behavior
-- Research
LCSH:
Electronic commerce
-- Research
Abstract:
本文的研究目的，是探究电商营销方式对用户购买意愿的影响因素。本研究以小红书APP用户中艾斐诗珠宝消费者为研究对象，使用在线发放调查问卷的方式收集数据，研究艾斐诗珠宝品牌的广告和促销手段对消费者购买意愿的影响。问卷总计发出问卷400份，实际有效回收367份，有效回收率为 91.75%。
经研究发现，艾菲诗珠宝品牌商在小红书APP平台中使用的广告和促销手段均对消费者购买意愿产生显著的影响。
最后得出研究建议，电子商务企业在电商平台的营销活动中，应当注重提升品牌知名度，加强与消费者之间的互动，强化意见领袖的作用，重视活动营销和品牌信息的传递。
Abstract:
The purpose of this study is to explore the factors that affect the purchase intention of users by e-commerce marketing methods. This study takes EMPHASIS Jewelry consumers among RED APP users as the research object, and uses the online distribution questionnaire to collect data to study the impact of EMPHASIS Jewelry brand's advertising and promotion methods on consumers' purchase intention. A total of 400 questionnaires were sent out, and 367 were actually effectively recovered, with an effective recovery rate of 91.75%.
Through research, it is found that the advertising and promotion methods used by EMPHASIS jewelry brand in the RED APP platform have a significant impact on consumers' purchase intention.
Finally, the research suggests that e-commerce enterprises should focus on enhancing brand awareness, strengthening interaction with consumers, strengthening the role of opinion leaders, and paying attention to event marketing and brand information transmission in the marketing activities of e-commerce platforms.
Address:
BANGKOK
Email:
library@dpu.ac.th
Name: Daoming Wang
Role:
Principal Supervisor
Modified:
2567-09-09
Created:
2022
Issued:
2024-09-06
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration (MBA)
Level: Master's Degree
Descipline: Business Administration
Grantor: Dhurakij Pundit University
©copyrights มหาวิทยาลัยธุรกิจบัณฑิตย์
RightsAccess:
ใช้เวลา
-0.754911 วินาที
Jingxuan Ma
| Title | Contributor | Type |
|---|---|---|
| The Infilence of E-Commerce Marketing Mode on Consumers\' Purchase Intention -- Taking the Emphasis Jewelry Brand as an Example
มหาวิทยาลัยธุรกิจบัณฑิตย์ Jingxuan Ma | Daoming Wang | วิทยานิพนธ์/Thesis |
Daoming Wang