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The Influence of Advertising to the Purchase Intention of Mobile Phone in Taiwan

By Kyaw Phyo (Nicholas) Linn, Jeng-Chung Victor Chen and William H. Ross


Consumer purchase intention is one of the key factors affecting companies advertising strategy. Advertising is a pervasive influence in our daily lives. It is urged that, to enhance communication and persuasion, marketers should seek a cognitive, affective, brand attitude or behavioral response through the exposure of advertisement. This paper is to study how ways of advertising influence on the purchase intention of Taiwan University students. Each person couldhave different reasons and motifs (preference) in choosing brand of mobile phones. Therefore, it is interesting to explore the influence of advertising to the purchase intention of Taiwan university students. Three questions are asked; How Taiwan university students react to the advertising? What factors influence the purchase intention of Taiwan university students? And what are the students’ reactions to brand attitude

Topics: Advertising, Consumer Behavior, Marketing, Brand, Mobile Phone., E-Commerce, Management Information Systems
Publisher: AIS Electronic Library (AISeL)
Year: 2007
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