科技的發達造就了消費型態的改變,在網路上的購物情境不同於傳統的購物情境,而「付款」是整個商業交易中不可或缺的一部份,面對支付機制及支付方式的多樣化,消費者有了更多的選擇性,本研究希望瞭解購物情境、支付機制與支付方式對購買意願的影響,另外加入產品類別的干擾效果來進行探討。本研究使用2(實體商店、網路購物)× 2(現金、信用卡)× 2(一次付清、分期付款) × 3(搜尋品、經驗品、信任品),共24組情境的受試者間實驗設計。 經由分析後的結果,本研究得到以下結果: (1)支付機制對購買意願有顯著影響,且使用信用卡比使用現金方式,產生較高之購買意願。 (2)支付方式對購買意願有顯著影響,且使用分期付款比使用一次付清方式,產生較高之購買意願。 (3)產品類別會干擾購物情境對產品購買意願的影響,購買搜尋品時,在網路購物比在實體商店之購買意願高;購買經驗品時,在實體商店比在網路購物之購買意願高;購買信任品時,在網路購物比在實體商店之購買意願高。
The development of science and technology has brought up the change of the consuming type, the shopping situation in the network is different from the traditional physical store shopping situation, and it is an indispensable part in the whole commercial trade to pay the bill. In the face of the diversification of the payment mechanism and payment method, consumers have more alternatives. The situation that this research hopes to understand the impacts of shopping situation, payment mechanism and payment method on purchasing intention, and join the product type as moderator. This research uses 2 (physical store, on-line shopping) *2 (cash, credit card) *2 (lump-sum payment, installment payment) *3 (search good, experience good, credence good) between-subjects experimental design. Amounts to 24 experimental scenarios. Via the result after analysing, this research receives the following result: 1. Payment mechanism would affect the purchasing intention, and consumers use credit card would have higher purchasing intention than cash. 2. Payment method would affect the purchasing intention, and consumers use installment payment would have higher purchasing intention than lump-sum payment. 3. Product type would moderate the effect of shopping situations on purchasing intention. When purchasing search good, consumers in on-line shopping have higher purchasing intention than physical store; purchasing experience good, physical store have higher purchasing intention than on-line shopping; while purchasing credence good, on-line shopping have higher purchasing intention than physical store.