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https://ah.lib.nccu.edu.tw/handle/140.119/78952| 題名: | THE COMPARISONS OF REAL VERSUS VIRTUAL PRODUCT PURCHASE: THE EFFECTS OF SELF-CONGRUENCY AND PRODUCT TYPE | 作者: | Wang, Chih-Ping 王治平 |
貢獻者: | 企管系 | 日期: | 2010 | 上傳時間: | 12-Oct-2015 | 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. | 關聯: | AMA Winter Educators` Conference Proceedings, 21, 285-292 | 資料類型: | article |
| Appears in Collections: | 期刊論文 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 285-292.pdf | 111.42 kB | Adobe PDF2 | View/Open |
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