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書中字有黃金屋 走在汽車革命的路上論文書籍站 CHB Bank Security

輔仁大學 國際經營管理碩士學位學程 黃愷平所指導 梁勇福的 内容導向及消費者互動對消費意願的影響 – 以電子郵 件行銷爲例 （2020），提出CHB Bank Security關鍵因素是什麼，來自於數字營銷。

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内容導向及消費者互動對消費意願的影響 – 以電子郵 件行銷爲例

為了解決CHB Bank Security的問題，作者梁勇福 這樣論述：

This study aims to examine the impact of content-driven consumerengagement on purchase intention based on the effectiveness of email marketing.With the internet has transformed how consumers and brands communicatewith each other, brands can no longer rely on traditional marketing strategies togener

ate sales online. Despite an abundance of marketing literature that hasexplored the antecedent of purchase intention within the context of online shopping,not many have covered the significance and the role of content-driven engagement.This study adopted a quantitative approach using a survey questi

onnairespread to 250 university students at one private university in Taiwan. Two softwareanalyses: SPSS 26 and AMOS 24, are used to help the data analysis procedures. The findings in this study confirm for the three dimensions of content-drivenconsumer, which are behavior, positive emotion, and cog

nitive engagement, allstrengthened brand love. Furthermore, the findings also indicate that brand loveenhanced trust, and trust increased purchase intention.Although the conceptualization of content-driven engagement in this studyis based on engagement in email marketing, prior studies have suggeste

d bothengagements are relatively the same. Therefore, this study provides relevantinformation about the significant role of content-driven consumer engagement inincreasing purchase intention, which also can be applied in other platforms suchas social media, blogs, and websites.

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