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Title page for etd-0628106-135800


URN etd-0628106-135800 Statistics This thesis had been viewed 1540 times. Download 15 times.
Author Yi-yang Chen
Author's Email Address No Public.
Department Management Business Administration
Year 2005 Semester 2
Degree Master Type of Document Master's Thesis
Language English Page Count 101
Title A STUDY ON CONSUMER PURCHASE INTENTION OF BUYING SECOND-HAND BRAND LV AT ONLINE-AUCTION—MODERATING ROLE OF MATERIALISM
Keyword
  • Purchase Intention
  • Perceived Value
  • Adjusted Perceived Value
  • Materialism
  • Online-Auction
  • Perceived Risk
  • Perceived Risk
  • Online-Auction
  • Materialism
  • Adjusted Perceived Value
  • Perceived Value
  • Purchase Intention
  • Abstract With the popularization of internet and the economic recession, people who pursue online-auction or look for second-hand brand increase a lot. Some sellers may shop too much once or may be in urgent need of cash, so they sell part of goods in a second-hand price. That’s why the brand would be sold in a lower price. It has become an established practice that shopping by online-auction is not only because of the convenience of online-auction but the raising trust to it. The study takes well-known brand LV (Louis Vuitton), which satisfies consumers’ vanity, for example. It is to explore the relationship of consumers’ adjusted perceived value (perceived value/perceived risk) and purchase intention. Also, it is to explore how materialism moderates it. The students in certain college located in north Taiwan will be selected by convenience sample. The two statistic methods, simple regression and hierarchical regression analysis, will be adopted to test the hypotheses. The results show that there is a positive relationship between consumers’ adjusted perceived value and purchase intention, and adjusted perceived value for the effect of consumer purchase intention will be changed by high or low materialism. Therefore, in order to increase consumer purchase intention, online-auction sellers should not only devote themselves to improve consumer adjusted perceived value but also increase the degree of consumer materialism.
    Advisor Committee
  • Hsien-che Lee - advisor
  • Chu-chia Lin - co-chair
  • Hao-Erl Yang - co-chair
  • Files indicate in-campus access only
    Date of Defense 2006-06-14 Date of Submission 2006-06-28


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