支付機制及購物情境對購買意願的影響－以產品涉入為干擾變數

The Effects of Payment Mechanism and Shopping Situation on Purchasing Intention-The Moderating Effect of Product Involvement

潘明全(Ming-Chuan Pan)

《行銷評論》 7卷1期 (2010/03) Pp. 25-50

https://doi.org/10.29931/MR.201003.0002

摘要

隨著虛擬通路的時代來臨，電視及網路購物日趨興盛，消費者的消費型態也大幅改變。現今的消費者有機會以不同的支付機制去購買，「現在買，稍後付款」的觀念已經影響我們的生活方式。同時，不同產品涉入程度的消費者在面對不同的刺激環境下，其知覺反應也會有所不同。爲了解支付機制（現金／信用卡）及購物情境（一般商店／電視／網路購物）如何影響購買意願，以及產品涉入（高／低）對支付機制及購物情境的干擾程度，故本研究採2*3*2的受試者間因子設計。本研究的實驗對象爲240位X大學學生，受測者以隨機的方式塡寫問卷。得到下列結論：支付機制和購物情境對購買意願的效果分別會受到產品涉入的干擾；在高產品涉入下，用信用卡購買意願高於用現金，在低產品涉入下，用現金購買意願高於用信用卡；另外，在高產品涉入下，在電視購物購買意願高於在網路購物，且在網路購物購買意願高於在一般商店購物，在低產品涉入下，在一般商店購物購買意願高於在網路購物，且在網路購物購買意願高於在電視購物。

關鍵字

支付機制 ； 購物情境 ； 購買意願 ； 產品涉入

並列摘要

Along with the era of virtual channels, TV/online shopping is getting prosperous recently. For today's consumers have opportunities to purchase with different payment mechanism. The concept of ”Buy before payment” has already influenced our lifestyle. In the Meantime, customers who have different product involvement would have different perception and responsiveness. To understand the effects of the payment mechanism (cash/credit card) and shopping situation (physical store shopping/TV shopping/online shopping) on purchasing intention, and the moderating effect of product involvement (high/low), this study used 2*3*2 between-subjects factorial design. This study finds the following results: The effect of payment mechanism and shopping situation on purchasing intention is moderated by the product involvement. Under the high product involvement, consumers' purchasing intention of using credit card is higher than paying cash; under the low product involvement, consumers' purchasing intention of paying cash is higher than using credit card. We also find that under the high product involvement, consumers' purchasing intention on TV shopping is higher than on online shopping and purchasing intention on online shopping is higher than on physical store shopping. Under the low product involvement, consumers' purchasing intention on physical store is higher than on online shopping and purchasing intention on online shopping is higher than on TV shopping.

並列關鍵字

payment mechanism ； shopping situation ； purchasing intention ； product involvement

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