笔记本电脑
利克特量表
产品(数学)
描述性统计
心理学
人格
广告
样品(材料)
简单随机抽样
结构方程建模
营销
社会心理学
计算机科学
统计
数学
业务
社会学
发展心理学
人口
化学
几何学
人口学
色谱法
操作系统
作者
Bharat Rai,Prem Bahadur Budhathoki
标识
DOI:10.1080/23311983.2023.2194126
摘要
The aim of the study is to better understand the brand choice behaviors of university students in Nepal. The study uses brand personality, product attributes, social factors, and pricing factors as independent variables, with brand choosing behavior as a dependent variable. The deductive approach is used in this research. Structured survey questionnaires with a 6-point Likert scale were used to collect the main data. The study’s participants are university students who utilize laptop computers. A simple random sampling method was used. The sample size for the study is 259 university students. The acquired primary data were analyzed using descriptive statistics, correlation, and structural equation modeling. According to the findings of regression path analysis, brand personality has no positive significant impact on brand choice behavior among university students when it comes to laptop purchases. In the purchase of a laptop by university students in Nepal, researchers discovered that product attributes, social factors, and price have a positive significant effect on brand choosing behavior. In the purchase of laptops by university students in Nepal, product pricing has a greater impact on brand selection than any other consideration.
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