How Consumers’ Herd Behavior Influences Willingness to Buy in Taiwan Movie Market

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Title:	How Consumers’ Herd Behavior Influences Willingness to Buy in Taiwan Movie Market
Authors:	趙瑀 Chao, Yu
Contributors:	企業管理學系 Business Administration
Keywords:	從眾行為；資訊性影響；規範性影響；購買意願；台灣電影市場 Herd behavior;informational influence;normative influence;willingness to buy;Taiwan movie market
Date:	2012
Issue Date:	2014-06-26 23:43:34 (UTC+8)
Abstract:	本研究提出一個衡量消費者從眾行為對於購買電影票意願的研究架構，以從眾行為作為購買電影票意願的前置變項，從眾行為包括資訊性影響及規範性影響。吾人採用PLS-SEM 作為分析資料之方法，研究結果均具顯著效果；資訊性影響正向影響購買意願、規範性行為正向影響購買意願，且其中以資訊性影響對購買意願之影響最強。 This study proposes a research framework to measure how consumers’ herd behavior influences willingness to buy in movie market. The herd behavior is as the antecedent variable of buying intention. The herd behavior includes two dimensions: information inf
Appears in Collections:	[Department of Business Administration] Seminar Papers

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