Sökning: "Xinwei Zhang"

Hittade 2 uppsatser innehållade orden Xinwei Zhang.

  1. 1. Factors Influence Purchase Intention in Marketing Communication-An Experimental Investigation of Human Images in digital display advertising

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Xinwei Zhang; [2022]
    Nyckelord :Marketing Communication; Digital display advertising; Human images; Social media influencers; AIDA model; TPB model; Purchase intention; Social Sciences;

    Sammanfattning : With the number of digital display advertisements increasing, consumers have become accustomed to ignoring or skipping internet ads. Previous research has investigated the use of different types of human images (like celebrities and social media influencers) in advertising to improve advertising effectiveness. LÄS MER

  3. 2. Against all odds! - What are the reasons for Chinese consumers to choose to shop offline? : Research of the factors leading to high offline purchase intention?

    Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Jiayun Zeng; Xinwei Zhang; Xiao Cheng; [2020]
    Nyckelord :offline shopping; the Theory of Planned Behavior; consumer intention; attitude; subjective norm; perceived behavioral control;

    Sammanfattning : While online shopping has high social acceptance and support from mature related industries in China, a considerable number of consumers choose to shop offline. The purpose of this study is to explore the specific factors that give consumers the intentions to shop offline. LÄS MER