Consumer purchase intention is one of the key factors affecting companies advertising strategy. Advertising is a pervasive influence in our daily lives. It is urged that, to enhance communication and persuasion, marketers should seek a cognitive, affective, brand attitude or behavioral response through the exposure of advertisement. This paper is to study how ways of advertising influence on the purchase intention of Taiwan University students. Each person couldhave different reasons and motifs (preference) in choosing brand of mobile phones. Therefore, it is interesting to explore the influence of advertising to the purchase intention of Taiwan university students. Three questions are asked; How Taiwan university students react to the advertising? What factors influence the purchase intention of Taiwan university students? And what are the students’ reactions to brand attitude?
Linn, Kyaw Phyo (Nicholas); Chen, Jeng-Chung Victor; and Ross, William H., "The Influence of Advertising to the Purchase Intention of Mobile Phone in Taiwan" (2007). ICEB 2007 Proceedings (Taipei, Taiwan). 56.