An Emperical Study of Factors that Impact Consumer's Cross-buying Intention-A Model for Bank Industry

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题名:	An Emperical Study of Factors that Impact Consumer's Cross-buying Intention-A Model for Bank Industry
作者:	Hsin-Chuan Chi
贡献者:	Department of International Business
关键词:	An Emperical Study of Factors that Impact Consumer's Cross-buying Intention
日期:	2010
上传时间:	2010-11-05 02:06:15 (UTC+0)
出版者:	Asia University
摘要:	The purpose of our study was to extend and verify a consumer’s cross-buying intention model. A questionnaire was constructed and data were collected from 431 customers of banks in Taiwan. Factor analysis and regression techniques were then applied to test the hypotheses. This research examine the relationships among customer satisfaction, switching cost, brand awareness, one stop shopping convenience, trust, inertia and cross-buying intention, and the mediating effects of trust and inertia. With regard to research method, we employ factor analysis and regression analysis to test the data. First, factor analysis was used to extract 7 factors, such as customer satisfaction, switching cost, brand awareness, one stop shopping convenience, trust, inertia and cross-buying intention. Second, we use regression analysis to test the main and mediating effects of related variables. Emperical results show that switching cost, brand preference, one stop shopping convenience, trust and inertia all have positive effects on customer’s cross-buying intention. In addition, trust and inertia will mediate the effect of brand awareness and one stop shopping convenience on customer’s cross-buying intention.
显示于类别:	[國際企業學系] 博碩士論文

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