| dc.contributor | 企管系 | |
| dc.creator (作者) | Wang, Chih-Ping | |
| dc.creator (作者) | 王治平 | zh_TW |
| dc.date (日期) | 2010 | |
| dc.date.accessioned | 12-Oct-2015 16:11:57 (UTC+8) | - |
| dc.date.available | 12-Oct-2015 16:11:57 (UTC+8) | - |
| dc.date.issued (上傳時間) | 12-Oct-2015 16:11:57 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/78952 | - |
| dc.description.abstract (摘要) | This research explored the impacts of congruency of self-image and product image on the purchase intention of real and virtual products via a 2 (congruency of selfimage: actual self-image/ideal self-image) * 2 (real/virtual product) * 3 (product type: utilitarian/hedonic/symbolic) experimental design. It implicated that appropriate product image shaping enhances product identifications and increases purchase intentions. | |
| dc.format.extent | 114098 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | AMA Winter Educators` Conference Proceedings, 21, 285-292 | |
| dc.title (題名) | THE COMPARISONS OF REAL VERSUS VIRTUAL PRODUCT PURCHASE: THE EFFECTS OF SELF-CONGRUENCY AND PRODUCT TYPE | |
| dc.type (資料類型) | article | en |
