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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114179

    Title: 智慧型手錶購買意圖之研究 : 以AIDA模型為例
    Other Titles: A study of consumer purchase intention toward smartwatch : a perspective of AIDA model
    Authors: 王婷慧;Wang, Ting-Huei
    Contributors: 淡江大學國際行銷碩士在職專班
    Keywords: AIDA Model;AIDA模型;attention;desire;interest;Purchase Intention;Smartwatch;注意;智慧型手錶;慾望;興趣;購買意圖
    Date: 2017
    Issue Date: 2018-08-03 14:44:09 (UTC+8)
    Abstract: 論文提要內容:
    本研究使用SPSS22.0 版及LISREL8.7 版作為本研究之資料分析工具。
    The advance of science and technology bring tremendous convenience and efficiency for human beings. The development of the Internet of Things (IoT) has become a topic in recent years. In particular, the trend of smart wearable devices applied in daily technology has emerged rapidly. For these reasons, Smartwatch competitors enter Taiwan market. It is worth researching how to attract consumers to purchase Smartwatch is the main topic for all competitors. The study investigates consumer behavior for purchasing Smartwatch in Taiwan market.
    The purpose of this study is to investigate that consumer smart watch purchase decision-making process, whether to follow the traditional path AIDA model, and consumer attention, interest and desire whether they would have a positive impact on purchase intention or not.
    This study used SPSS 22.0 and LISREL 8.7 applied as the data analysis software. There are two findings from the research:
    (1) In Taiwan Smartwatch market, consumer purchase decision-making process really follows the traditional path of AIDA model.
    (2) In Taiwan Smartwatch market, consumer interests and desires have significant direct impact on purchase intention.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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