英文摘要 |
With the gradual popularization of the network, the general physical bookstore has been gradually extended to open an online store in the internet. In the new internet generation of users, many people emphasis on the convenience and efficiency, so that online shopping has become the new trend of the current society. This study first examined the differences in the four different facets from the demographic variables, and then explores the influence of the moderator, ‘recommendation information', on between ‘brand awareness' and ‘purchase intention'. In this paper, the data collected by the questionnaire were analyzed by SPSS statistical software for descriptive statistical analysis, independent sample t test, one-way ANOVA and hierarchical regression analysis. The results show that: (1) different demographic variables of consumers have significant influences on brand awareness, recommended information and purchase intention; (2) when customers are more aware of the brand awareness of online bookstores, they will increase their willingness to purchase online bookstore merchandise; (3) the relationship between online bookstore brand awareness and online bookstore merchandise purchase intention has not been significantly moderated by the online bookstore recommended information. But customers in the high or low recommended information classification, there are statistically significant differences between their brand awareness and purchase intention. |