Browsing by Subject "Purchase intentions"
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ItemAn empirical investigation of Video Game control users: examining the influence of social media advertising, social media promotion, E-WOM, and brand image on purchase intention in China(Assumption University Press, 2020) Li, Ningqin ; Sirion ChaipoopirutanaWith the rapid development of technology in gaming, more and more consumers have accepted electronic games,and major manufacturers are continually launching their new game consoles. Playing games has gradually become the leading entertainment activities for people all over the world. This research aims to study the influence of social media advertising content, social media promotion content, E-WOM, and brand image on Chinese consumers' purchase intention towards game console. In this research, the researchers collected the data from 300 Chinses customers who use the game consoles through online platform. Simultaneously, this study uses non-probability sampling including judgement and convenient sampling techniques, to collect the data. The researchers also applied 5-point Likert scale for research instruments. Descriptive and inferential analysis are used to analyze the data of demographics and linear regression is also applied to test the hypotheses. The researchers found that social media advertising content, social media promotion content, E-WOM, and brand image were positively influence purchase intentions. Especially the brand image, it has the most significant influence on purchase intention.
ItemFactors influencing purchase intention towards a retail clothing company(Assumption University Press, 2017) Charnvudh Vajarodaya ; Fernando, Maria Socorro Cristina L.This research aims to investigate the factors affecting purchase intention towards retail clothing store . Four independent variables were selected in this research; perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies. To measure the construct of the research instrument, a survey questionnaire was administered and data were collected from sample of 400 respondents who were customers of a retail clothing company, utilizing convenience sampling techniques. The significance and relationships of perceived service quality, perceived value for money, brand awareness, and celebrity/brand congruencies on purchase intention were tested and analyzed using the MLR. The result showed that all independent variables are positive predictors of purchase intention towards a retail clothing company. This result provided important managerial implications to retail’s management to focus on brand awareness to enhance customers’ purchase intention and profitability. Further investigation of the factors contributing to purchase intention such as sale promotion is highly suggested for future studies. Keywords: perceived.