東華大學圖書館 |

Ji yin jian ce dui xiao fei zhe gou mai xing wei de ying xiang yan jiu = = Research on the Influence of Genetic Testing on Consumer Purchasing Behavior.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Ji yin jian ce dui xiao fei zhe gou mai xing wei de ying xiang yan jiu =/
其他題名:	Research on the Influence of Genetic Testing on Consumer Purchasing Behavior.
其他題名:	Research on the Influence of Genetic Testing on Consumer Purchasing Behavior.
作者:	Wu, Jian.
面頁冊數:	1 online resource (64 pages)
附註:	Source: Dissertations Abstracts International, Volume: 83-11, Section: B.
Contained By:	Dissertations Abstracts International83-11B.
標題:	Business administration. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28968557click for full text (PQDT)
ISBN:	9798438797753

Ji yin jian ce dui xiao fei zhe gou mai xing wei de ying xiang yan jiu = = Research on the Influence of Genetic Testing on Consumer Purchasing Behavior.
Wu, Jian.

Ji yin jian ce dui xiao fei zhe gou mai xing wei de ying xiang yan jiu =Research on the Influence of Genetic Testing on Consumer Purchasing Behavior.Research on the Influence of Genetic Testing on Consumer Purchasing Behavior. - 1 online resource (64 pages)

Source: Dissertations Abstracts International, Volume: 83-11, Section: B.

Thesis (Ph.D.)--Arizona State University, 2022.

Includes bibliographical references

随着科技的发展，许多新兴技术被用于提高企业营销策略的精准性和有效性，如大数据、人工智能、虚拟现实等。基因检测作为新时代的生物技术，随着其成熟与普及，也逐渐被用于提高企业经营决策的有效性。基因检测能较真实地反映出人体的生理信息，不仅能帮助顾客了解其实际需求，也有助于企业针对性开发新产品和提供精准营销活动。本研究检验了企业营销活动中使用基因检测对消费者购买的提升作用，并尝试探讨相关机制。首先，本研究与护肤品品牌百雀羚合作，通过实验法观察并收集了使用基因检测和未使用基因检测的消费者购买数据，分析发现，不考虑其他因素时，基因检测能显著提高消费者护肤购买行为。短期内，基因检测对老顾客购买行为提升作用更强。长期来看，基因检测对新顾客购买行为提升作用更强。而在平均消费水平更高的地区，基因检测的作用更强。另外，本研究通过电话访谈的方式，进一步收集数据分析发现，肤质相关基因检测能显著提高消费者购买推荐护肤品的意愿。而当存在感知有用性时，愿意购买推荐护肤品的顾客人数会进一步提高。本研究发现基因检测可以有效提高顾客的购买行为和购买意愿，丰富了新技术与精准营销、客户关系管理等文献的内容。为进一步分析基因检测影响消费者购买行为和购买意愿内部作用机制的研究提供了初步尝试和基础支持。另外，本研究的结论也为企业利用基因检测技术提高营销策略和营销活动的有效性和精准性提供了启发和借鉴。.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798438797753Subjects--Topical Terms:

3168311
Business administration.
Subjects--Index Terms:

Customer relationship managementIndex Terms--Genre/Form:

542853
Electronic books.

Ji yin jian ce dui xiao fei zhe gou mai xing wei de ying xiang yan jiu = = Research on the Influence of Genetic Testing on Consumer Purchasing Behavior.
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520 $a 随着科技的发展，许多新兴技术被用于提高企业营销策略的精准性和有效性，如大数据、人工智能、虚拟现实等。基因检测作为新时代的生物技术，随着其成熟与普及，也逐渐被用于提高企业经营决策的有效性。基因检测能较真实地反映出人体的生理信息，不仅能帮助顾客了解其实际需求，也有助于企业针对性开发新产品和提供精准营销活动。本研究检验了企业营销活动中使用基因检测对消费者购买的提升作用，并尝试探讨相关机制。首先，本研究与护肤品品牌百雀羚合作，通过实验法观察并收集了使用基因检测和未使用基因检测的消费者购买数据，分析发现，不考虑其他因素时，基因检测能显著提高消费者护肤购买行为。短期内，基因检测对老顾客购买行为提升作用更强。长期来看，基因检测对新顾客购买行为提升作用更强。而在平均消费水平更高的地区，基因检测的作用更强。另外，本研究通过电话访谈的方式，进一步收集数据分析发现，肤质相关基因检测能显著提高消费者购买推荐护肤品的意愿。而当存在感知有用性时，愿意购买推荐护肤品的顾客人数会进一步提高。本研究发现基因检测可以有效提高顾客的购买行为和购买意愿，丰富了新技术与精准营销、客户关系管理等文献的内容。为进一步分析基因检测影响消费者购买行为和购买意愿内部作用机制的研究提供了初步尝试和基础支持。另外，本研究的结论也为企业利用基因检测技术提高营销策略和营销活动的有效性和精准性提供了启发和借鉴。.
520 $a With the development of science and technology, many emerging technologies are used to improve the accuracy and effectiveness of marketing strategies, such as big data, artificial intelligence, virtual reality and so on. Genetic testing as a new biotechnology, developing with ever-growing maturity and popularity, is also used to improve the effectiveness of business decisions. Genetic testing shows genetic aspect of the human physiological information, which can not only help customers to understand their underlying needs, but also help corporations to develop new products meeting unmet market needs and to seek precise marketing strategies. This study examines the promotion effect of genetic testing on consumer purchase and attempts to explore the relevant mechanisms. Firstly, in cooperation with skincare brand Pechoin®, this study collected purchasing data of consumers who used genetic testing or not in this experiment. The study found that genetic testing can significantly improve consumers' purchasing behavior when other factors are controlled. It improves better on repeat customers' purchasing behavior in the short term, while the performance gets better on new customers' purchasing behavior in the long run. Genetic testing plays as a better marketing tool in high-income areas. In addition, this study further collected data through telephone interview and found that skin-related genetic testing can significantly increase the number of consumers that intends to buy recommended skincare products. When customers were aware of perceived usefulness, the number of which intended to buy recommended skincare products would further increase.This study found that genetic testing can effectively improve customers' purchase behavior and purchase intention, demonstrating a vivid case of applying a new biotechnology to improve precision marketing and customer relationship management. This study provides a preliminary attempt and basic support for further research of the internal mechanism of genetic testing affecting consumers' purchasing behavior and purchasing intention. In addition, the conclusions of this study also provide inspiration and reference for enterprises to improve the effectiveness and accuracy of marketing strategies and marketing activities by using genetic testing technology.
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653 $a Precision marketing
653 $a 基因检测
653 $a 精准营销
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