頁籤選單縮合
題 名 | Impact of Dual Consumers' Responses towards Purchase Intention Along with Impact of COVID-19 on Purchase Behavior in Event Sponsorship |
---|---|
作 者 | Nguyen Thi Le Ha; Le Thi Kim Hang; | 書刊名 | International Journal of Information, Business and Management |
卷 期 | 14:4 2022.11[民111.11] |
頁 次 | 頁23-35 |
分類號 | 496.34 |
關鍵詞 | Events; Sponsorship; Purchase intention; Purchase behavior; COVID-19; |
語 文 | 英文(English) |
英文摘要 | The current study attempts to propose a study on the effect of consumers’ responses on purchase intention and the impact of COVID-19 on purchase behavior in event sponsorship. On the basis of the review of related theory and previous studies, twelve hypotheses are developed. Online survey will be conducted to collect the necessary data. The collected data will then be processed and analyzed utilizing SPSS and AMOS. Particularly, the reliability test, exploratory factor analysis, structural equation modelling will be applied to examine if there are relationships among consumers’ responses, purchase intention, COVID-19 and purchase behavior in event sponsorship. |
本系統中英文摘要資訊取自各篇刊載內容。