該研究旨在了解各種影響因素對馬拉維地產(chǎn)代理行業(yè)消費者購買決策的影響。本研究的關鍵問題是檢查這些是否影響消費者決定是否購買或租賃房產(chǎn)。具體而言,該研究的重點是確定數(shù)字營銷,消費者搜索行為,信息訪問是否對消費者的購買決策產(chǎn)生積極影響。社會科學家的科學包（SPSS）回歸分析使用研究中的結構測試了假設。結果表明,信息訪問（IA）和消費者搜索行為（CSB）量表對消費者購買決策產(chǎn)生了顯著的積極影響,而不是數(shù)字營銷（DM）變量,這對購買決策產(chǎn)生了不顯著的影響。結構系數(shù)分析（rs）也證實了回歸結果。因此,該研究建議企業(yè)應繼續(xù)通過傳統(tǒng)方法進行廣告宣傳,主要是印刷媒體,直到情況在互聯(lián)網(wǎng)接入方面變得更好。這使得公司能夠廣泛地將機制布局到數(shù)字營銷使用,以便在現(xiàn)有挑戰(zhàn)最小化時,消費者可以通過數(shù)字媒體完全訪問有關其服務的信息。組織應該為營銷戰(zhàn)略制定設計靈活的方法,因為當新的挑戰(zhàn)出現(xiàn)時,它們可能會發(fā)生變化。組織也應該投入足夠的資源進行必要的調整,因為很難預測馬拉維未來幾年的營銷趨勢和消費者態(tài)度和看法將會持續(xù)發(fā)生變化。 

【文章來源】：哈爾濱工業(yè)大學黑龍江省 211工程院校 985工程院校

【文章頁數(shù)】：66 頁

【學位級別】：碩士

【文章目錄】：
摘要
Abstract
詳細摘要
List of Abbreviations
Chapter1 Introduction
    1.1 RESEARCH BACKGROUND
    1.2 MOTIVATION FOR THE STUDY
    1.3 PROBLEM STATEMENT
    1.4 RESEARCH OBJECTIVES& SIGNIFICANCE
    1.5 RESEARCH QUESTIONS
    1.6 LITERATURE REVIEW
        1.6.1 Digital Marketing
        1.6.2 Consumer Search Behaviour
        1.6.3 Information Access
        1.6.4 Consumer Purchase Decision
    1.7 Research Contents
Chapter2 Theoretical& Conceptual Framework and Hypothesis Development
    2.1 DEFINITION OF KEY VARIABLES
    2.2 CONCEPTUAL FRAMEWORK
    2.3 THEORETICAL FRAMEWORK
        2.3.0 Theory of Reasoned Action
        2.3.1 Hierarchy-Needs Theory
        2.3.2 The Bettman Information Processing Model
    2.4 HYPOTHESIS DEVELOPMENT
    2.5 CHAPTER SUMMARY
Chapter3 Research Methodology
    3.1 RESEARCH DESIGN
    3.2 DATA COLLECTION TECHNIQUES
        3.2.1 Primary data
        3.2.2 Sample Size
    3.3 MEASURE OF VARIABLES
        3.3.1 Consumer Purchase Decision-Dependent Variable
        3.3.2 Independent Variables
    3.4 CHAPTER SUMMARY
Chapter4 Data Analysis
    4.1 DEMOGRAPHICS OF RESPONDENTS
        4.1.1 Age
        4.1.2 Life Stage
        4.1.3 Income
    4.2 DESCRIPTIVE STATISTICS
    4.3 RELIABILITY& VALIDITY
    4.4 TESTING OF THE RESEARCH HYPOTHESES
        4.4.1 Correlation and Multiple Regression Analyses
        4.4.2 Structure Coefficient(rs)
    4.5 RESULTS
    4.6 CHAPTER SUMMARY
Chapter5 Findings
    5.1 SUMMARY OF FINDINGS
        5.1.1 Age
        5.1.2 Life stage
        5.1.3 Income
        5.1.4 Digital Marketing(DM)
        5.1.5 Consumer Search Behaviour(CSB)
        5.1.6 Information Access(IA)
    5.2 RECOMMENDATIONS& LIMITATIONS
        5.2.1 Recommendations
        5.2.2 Limitations of the Study
    5.3 CHAPTER SUMMARY
Conclusion
References
Appendices
Acknowledgement
Resume



本文編號：3206278