研究生: |
齊立鵬 Kittiphop Khanthawee |
---|---|
論文名稱: |
泰國Instagram使用者對在地服裝品牌的顧客購買意圖決定因素之研究 A Study on Determinants of Customer Purchase Intention toward Local Clothing Brands for Instagram Users in Thailand |
指導教授: |
周世玉
Chou, Shih-Yu |
口試委員: |
洪秀瑜
Hung, Hsiu-Yu 蔡明志 Tsai, Ming-Chih 周世玉 Chou, Shih-Yu |
口試日期: | 2023/06/05 |
學位類別: |
碩士 Master |
系所名稱: |
管理研究所 Graduate Institute of Management |
論文出版年: | 2024 |
畢業學年度: | 112 |
語文別: | 英文 |
論文頁數: | 49 |
英文關鍵詞: | brand awareness, product uniqueness, perceived value, brand trust, purchase intention, private label clothing, private brand, brand store, local brand, s-commerce, Instagram |
研究方法: | 實驗設計法 |
DOI URL: | http://doi.org/10.6345/NTNU202400017 |
論文種類: | 學術論文 |
相關次數: | 點閱:76 下載:5 |
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The number of Thai local clothing brands on social commerce has grown dramatically in the last few years. Southeast Asia is the largest s-commerce market and has lots of active social media users which shows Thailand has a big opportunity for growing in social commerce. Many Thai local clothing brands use the feature of Instagram to start their fashion business and reach their target audiences. Hence, this effect on Thai local clothing brands on Instagram has a very high competition. Many brands are successful and many brands have to close down. This reason becomes the purpose of this study, to explore how brand awareness, product uniqueness, perceived value and brand trust affect consumer purchase intention.
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