In the following sections, first why the above subject has significance in the marketing field (Section 1.1), and second, what this research aims to examine are explained (Section 1.2). Third, the context of the study and the targeted population for the data collection are described (Section 1.3). Fourth, how the investigation was conducted, and which data collection and analysis methods were used are presented (Section 1.4). Fifth, the contribution of the research is discussed (Section 1.5). Finally, the structure of the chapters and the definitions of the key concepts are provided (Section 1.6)