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The defense date of the thesis is 2014-08-18
The current date is 2019-07-19
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URN etd-0814114-151512 Statistics This thesis had been viewed 1047 times. Download 0 times. Author Wen-Hau Chang Author's Email Address No Public. Department Management Business Administration Year 2013 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 78 Title THE EFFECTS OF COUNTRY OF ORIGIN SELF-CONSTRUAL, AND SELLER REPUTATION ON PURCHASE INTENTION TAKING ONLINE SHOP’S SMART PHONE AS AN EXAMPLE Keyword Seller Reputation Country of origin Purchase Intention Self-construal Self-construal Purchase Intention Country of origin Seller Reputation Abstract As a result of today's advanced technology, network has become a very important and promising market in the future. A battleground for enterprises to create profits as well. Nowadays, the market segment is diversified, and costumer’s choice is affected by corporeity’s image. Moreover, the online stores are virtual stores, and customers are unable to go inside and select products directly like they do in physical stores. Thus sellers’ network visibilities become a key factor that attracts the attention of customers. How customers choose their ideal online shops is not only a question to all manufacturers, but also one of the many challenges the corporate will face in the future. Customers’ own self-construal also plays a very important role in their purchasing behavior.
This research uses Tatung University students as subjects; it focuses on the effects of the network seller’s reputation and country of origin on purchase intention. It also focuses on the independent self or the interdependent self as moderator variable. Total 368 subjects based their judgment on online shopping evaluation, ranked the online sellers from 1 to 12.：1 represents low evaluation, 12 represents high reputation seller. This study adopt a 2 (seller reputation: high / low) X 4 (country of origin: Apple (United States), Samsung (Korea), HTC (Taiwan), Mi (China)) X 2 (self-construal: The independent self / the interdependent self) between-subjects factorial design.
In conclusion the sellers’ reputation and country of origin does affect consumer buying intention, and then the consumer's own self-construal affects consumers' purchasing behavior. Self-construal does moderate the effect of the country of origin on consumer purchase intention; however, the seller reputation and construct consumer self-construal moderate the effect of seller reputation on purchase intention in not significant.
Advisor Committee MING-CHUAN PAN - advisor
Files Date of Defense 2014-07-17 Date of Submission 2014-08-18