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Online shokeys’ trial evaluations have great impact on college students’ online purchase intention. Following are the potential factors that affect students’ online purchase intention.
Gender, time for the Internet, expense for each month, degree in the degree of products, students’ perceptions of evaluations’ professional degree and reliability as well as visual effects, sources and usefulness.
In this thesis, there are five chapters. The first chapter makes a brief introduction about the purpose, background, and significance of this research. The second chapter will talk about some findings of other people. Chapter three will be focused on how the research is implemented and how the data is analyzed. Chapter four will give a result and some findings of this research. Chapter five will make a conclusion of this research, and it will also give a brief conclusion on the significance of the research conclusion and possible improvement of this research. After all chapters are presented, references will be listed. And finally there will be an appendix.
Chapter Two Literature Review
Based on baike.baidu.com, the word “shokey” is a combination of shopping and key, meaning the key of shopping. Actually, “shokeys” in English are usually called “triers”. Internet experiential marketing is to improve customers’ satisfaction, thus building a solid and strong relation with customers through the Internet. “Purchase intention is a plan on which you are going to buy in the future. Internet word-of-mouth spreading tends to be defined as releasing articles on the Internet”(Tax, Brown, & Chandrashekaran,1998, pp. 60-76). “Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation”(Hawkins, Mothersbaugh, & Best, 2007, p. 282).
Nowadays, a great many of achievements can be seen in researching on shokeys, experiential marketing, online evaluations and online purchase purchase intention. In China, the key word “shokey” first appeared on CNKI in 2007, and in 2008 the total amount climbed to the top, then went down in the following years, while in 2014 there was a trend that the attention from scholars was increasing. On January 9th, 2015, 408 documents on shokeys in whole texts can be found on CNKI, 118 documents can be found about shokeys when searching for themes, and 8 documents can be found when searching for key words. Experiential marketing first took up in 1999, according to the CNKI. Till January 9th, 2015, 88257 documents can be found in whole texts on experiential marketing, 2068 documents can be found when searching for themes, and 1116 documents are listed when searching for key words. Based on the data in CNKI, 72611 documents in whole texts, 3470 documents in themes, and 59 documents in key words can be found about online evaluations in 9th January 2015. At the same period, on online purchase intention, 5059 documents in whole texts, 722 documents in themes, and 12 documents in key words can be found.