英文摘要 |
With the popularization of the internet and the multiple growth of bandwidth, various internet technologies have emerged as the times require, and the development of ecommerce websites has also progressed by leaps and bounds. After the emergence of online shopping, it has become a common shopping behavior for many modern people, but whether the investment in internet technology by different platforms will have different appeals to consumers will increase their competitiveness. The main purpose of this study is to explore whether the introduction of internet technology in the past five years by e-commerce platform operators for online marketing will have a significant difference on consumers' purchase intentions. This study uses internet technology as an independent variable, consumer perception of consumption value as an intermediary variable, and consumer purchase intention as a dependent variable to explore the mutual influence between the three, including the impact of e-commerce platform operators' increased investment in internet technology applications. Whether there is a significant difference on consumers' willingness to purchase and repurchase and whether consumption value has a mediating effect on internet technology and repurchase intention The research results show that in the past five years, different types of internet technology applications in online marketing have a positive impact on repurchase intentions, and the integration of virtual reality and reality has the highest impact; and consumer value does have a partial intermediary between internet technology and repurchase intentions effects, among which social value is the most influential. |