該研究旨在了解各種影響因素對(duì)馬拉維地產(chǎn)代理行業(yè)消費(fèi)者購(gòu)買(mǎi)決策的影響。本研究的關(guān)鍵問(wèn)題是檢查這些是否影響消費(fèi)者決定是否購(gòu)買(mǎi)或租賃房產(chǎn)。具體而言,該研究的重點(diǎn)是確定數(shù)字營(yíng)銷(xiāo),消費(fèi)者搜索行為,信息訪(fǎng)問(wèn)是否對(duì)消費(fèi)者的購(gòu)買(mǎi)決策產(chǎn)生積極影響。社會(huì)科學(xué)家的科學(xué)包（SPSS）回歸分析使用研究中的結(jié)構(gòu)測(cè)試了假設(shè)。結(jié)果表明,信息訪(fǎng)問(wèn)（IA）和消費(fèi)者搜索行為（CSB）量表對(duì)消費(fèi)者購(gòu)買(mǎi)決策產(chǎn)生了顯著的積極影響,而不是數(shù)字營(yíng)銷(xiāo)（DM）變量,這對(duì)購(gòu)買(mǎi)決策產(chǎn)生了不顯著的影響。結(jié)構(gòu)系數(shù)分析（rs）也證實(shí)了回歸結(jié)果。因此,該研究建議企業(yè)應(yīng)繼續(xù)通過(guò)傳統(tǒng)方法進(jìn)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(jī)制布局到數(shù)字營(yíng)銷(xiāo)使用,以便在現(xiàn)有挑戰(zhàn)最小化時(shí),消費(fèi)者可以通過(guò)數(shù)字媒體完全訪(fǎng)問(wèn)有關(guān)其服務(wù)的信息。組織應(yīng)該為營(yíng)銷(xiāo)戰(zhàn)略制定設(shè)計(jì)靈活的方法,因?yàn)楫?dāng)新的挑戰(zhàn)出現(xiàn)時(shí),它們可能會(huì)發(fā)生變化。組織也應(yīng)該投入足夠的資源進(jìn)行必要的調(diào)整,因?yàn)楹茈y預(yù)測(cè)馬拉維未來(lái)幾年的營(yíng)銷(xiāo)趨勢(shì)和消費(fèi)者態(tài)度和看法將會(huì)持續(xù)發(fā)生變化。 

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

【文章頁(yè)數(shù)】：66 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
詳細(xì)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



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