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摘要 iii
Chapter One Introduction 1
1.1 Purpose of my research 1
1.2 Background and significance 1
1.3 Thesis 2
Chapter Two Literature Review 4
Chapter Three Methodology 7
3.1 Supposition 7
3.2 Questionnaire design 8
3.2.1 Structure of questionnaire 8
3.2.2 Hypothetical situation 9
3.3 Statistical analysis 9
3.3.1 Personal information 9
3.3.2 Inpiduals’ perception 13
3.3.3 Others 17
Chapter Four Result and Discussion 19
4.1 Summary of findings 19
4.2 Summary of the analysis in personal information 19
4.3 Summary of the analysis in respondents’ perceptions 19
4.4 Others 20
Chapter Five Conclusion 21
5.1 The research conclusion 21
5.2 The significance of the research conclusion 21
5.3 Possible improvement 22
References 23
Appendix 24
A Study on the Impact of Online Shokeys’ Evaluation on College Students’ Online Purchase Intention-Take JSNU for Instance
Chapter One Introduction
1.1 Purpose of my research
There are already studies on the impact of Internet word-of-mouth (IWOM) on consumers' purchase intention, and there are studies on the impact of online reviews on college students’ purchase intention, also, studies on experiential economy and experiential marketing have been conducted by some scholars. Therefore, a blending of two-shokeys’ IWOM and college students’ purchase intention-is connected by the impacts between them.
1.2 Background and significance
Thanks to the rapid development of technology and economy, the environment around us, personal life and working, have changed a lot. Inpiduals can even go shopping at home and get what they want, which has attracted online shopkeepers’ attention. To promote their products, online shopkeepers or enterprises try their best to take strategies. And experiential buying is one of them. Although shokeys’ experiential behavior is to offer advice to enterprises, they will have to write their experiential reports and send them to enterprises who have provided products for them free of charge. Meanwhile, reports will be open to public. That means, potential buyers can have a better knowledge of what they want to purchase as shopping online will not offer you a single touch of their desirable product.
According to CNNIC, by the end of 2013, the number of Internet users has increased to 618 million, 45.8 percent of total population. Among all Internet users, college students make the leading group who have time and energy to surf online. And the Internet is of great help. Therefore, this research is implemented to gain information on how the shokeys’ evaluation impact college students’ online purchase intention, thus deciding whether experiential buying is necessary or not.
This research is not only meaningful for researchers and enterprises to gain a good understanding of college students’ purchase psychology and potential factors that can affect their decision when considering shokeys’ trial evaluation but more importantly it will help enterprises to decide whether it is useful for them to invest money and energy on shokeys’ experiential buying to promote products through word-of-mouth spreading.
1.3 Thesis
The research question of this paper is whether and how the online shokeys’ evaluation affects college students’ online purchase intention. In this paper, some factors will be given and tested in the following section.