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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose – Investigate the association of internal and external factors of consumers and analysing the role of moderating comparative marketing aspects, especially the part of YouTuber and celebgram in influencing purchase decisions. Apart from that, it provides an overview of the pattern of purchase decision making in forming Millennials and Y generation consumer culture Research design, data, and methodology – This study uses a quantitative research approach with descriptive, predictive, and prospective data analysis on 300 eligible Millennials and Y aged 20-35 years who are bachelor-educated. Data collection using online surveys with final statistical analysis using the Partial Least Square (PLS) approach Results – All hypothesis are declared accepted, indirect testing the dominant internal consumer factors have a positive and significant effect on consumers' purchase decisions. Through testing Moderating, aspect marketing comparative is also authoritative able to moderate internal consumer factors towards purchase decision making. Conclusions – Digital technology is changing the paradigm and perceptions of the millennials and Y generations in terms of behaving as a generation of technology connoisseurs who also influence and shape the culture of that generation and the generations to come in the future.
목차
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참고문헌 (54)
참고문헌 신청
William Applebaum / 1951 / Studying Customer Behavior in Retail Stores / Journal of Marketing 16(2):172~179
Armstrong, G. / 2014 / Principles of marketing / Pearson Australia
Chi, T. / 2018 / Understanding Chinese consumer adoption of apparel mobile commerce : An extended TAM approach / Journal of Retailing and Consumer Services 44(7):274~284
Chin, W. / 1998 / The partial least squares approach to structural equation modeling / Modern Methods for Business Research 295(2):295~336
Coulson, N. S. / 2005 / Receiving social support online : an analysis of a computer-mediated support group for individuals living with irritable bowel syndrome / CyberPsychology & Behavior 8(6):580~584
Armstrong, G. / 2014 / Principles of marketing / Pearson Australia
Chi, T. / 2018 / Understanding Chinese consumer adoption of apparel mobile commerce : An extended TAM approach / Journal of Retailing and Consumer Services 44(7):274~284
Chin, W. / 1998 / The partial least squares approach to structural equation modeling / Modern Methods for Business Research 295(2):295~336
Coulson, N. S. / 2005 / Receiving social support online : an analysis of a computer-mediated support group for individuals living with irritable bowel syndrome / CyberPsychology & Behavior 8(6):580~584
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