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URN	etd-0109115-165739
Author	Kazuma Hirahata
Author's Email Address	No Public.
Statistics	This thesis had been viewed 5607 times. Download 392 times.
Department	Master of Business Administration Program in International Business
Year	2014
Semester	1
Degree	Master
Type of Document
Language	English
Title	Investigating the Factors of Blogs Influencing Taiwanese Tourists’ Purchasing Intentions of Japanese Souvenir
Date of Defense	2015-01-16
Page Count	54
Keyword	Taiwanese tourists blogs cognitive attitude affective attitude purchasing intentions souvenir
Abstract	The existence of blogs has become significant for Taiwanese tourists visiting Japan. Taiwanese tourists are prone to read blogs to obtain Japanese souvenir-related information and make a purchasing decision before they visit Japan. Hence, we cannot ignore the importance of The focus of this research is to investigate how blogs influence Taiwanese tourists’ purchasing intentions of Japanese souvenir through the perception of Japanese souvenir image based on affective attitudes (generating empathy and experiencing appeal) and cognitive attitudes (delivering knowledge and providing guidance). A series of interviews as a qualitative method were conducted, which provided significant information on the beliefs, perspectives, and values of Taiwanese tourists toward this research. The results showed the evidence that generating empathy and experiencing appeal (affective attitude), and providing guidance (cognitive attitude) are critical factors influencing Taiwanese tourists’ perception of Japanese souvenir image. Moreover, the overall perception of Taiwanese tourists’ image for Japanese souvenir greatly influence their purchasing intentions of Japanese souvenir.
Advisory Committee	Yu-Ping Wang - chair Ming-Chu Yu - co-chair Bih-Shiaw Jaw - advisor
Files	etd-0109115-165739.pdf Indicate in-campus at 0 year and off-campus access at 1 year.
Date of Submission	2015-02-09

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