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Zhang Junwei. Effects of live webcast marketing factors and perceived value on customer purchase intention. Master's Degree(General Management). Rajamangala University of Technology Thanyaburi. Office of Academic Resource and Information Technology. : , 2568.
Effects of live webcast marketing factors and perceived value on customer purchase intention
Name: Zhang Junwei
Address:
Pathum Thani
Organization :
Rajamangala University of Technology Thanyaburi. Faculty of Business Administration. Program in General Management
keyword:
Live webcast marketing
ThaSH:
Consumers
Classification :.LCCS: HF 5415.1265
ThaSH:
Marketing
Abstract:
Based on the perspective of marketing, the purpose of this study was to explore the effects of live webcast marketing and perceived value on customers purchase intention. The live webcast marketing is divided into four dimensions: anchor cognition, value-added content, personalized service and interactive behavior, while the perceived value is likewise divided into four dimensions: entertainment value, cognitive value, economic value and functional value.
The samples used in this study comprised 400 people who watched the live webcasts in China. The instrument used to collect data was an online questionnaire. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation, independent sample t-test, one-way ANOVA, reliability analysis, validity analysis, Pearsons correlation coefficient and multiple linear regression.
The study results showed that live webcast marketing and perceived value had positive effects on customers purchase intention at a statistically significant level of .01.
Rajamangala University of Technology Thanyaburi. Office of Academic Resource and Information Technology
Address:
PATHUM THANI
Email:
elibrary@mail.rmutt.ac.th
Name: Suraporn Onputtha
Role:
Faculty advisor
Created:
2568
Modified:
2025-02-24
Issued:
2025-02-24
วิทยานิพนธ์/Thesis
application/pdf
CallNumber:
THE HF 5415.1265 .J86
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: General Management
©copyrights Rajamangala Univetsity of Technology Thanyaburi
RightsAccess:
ใช้เวลา
0.028971 วินาที
Zhang Junwei
| Title | Contributor | Type |
|---|---|---|
| Effects of live webcast marketing factors and perceived value on customer purchase intention
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Zhang Junwei | Suraporn Onputtha | วิทยานิพนธ์/Thesis |
Suraporn Onputtha
| Title | Creator | Type and Date Create |
|---|---|---|
| Effect of marketing strategy and service quality on consumers\' selection of educational institutions
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Suraporn Onputtha | Nie Siyuan | วิทยานิพนธ์/Thesis |
| Impact of Covid-19 pandemic on the marketing strategies of learning institutions
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Suraporn Onputtha | Zheng Lin | วิทยานิพนธ์/Thesis |
| Effects of live webcast marketing factors and perceived value on customer purchase intention
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Suraporn Onputtha | Zhang Junwei | วิทยานิพนธ์/Thesis |