促銷情境與促銷方式對購買意願的影響---產品類別與購物方式為干擾變數

THE IMPACT OF PROMOTION SISTUATION AND PROMOTION TYPE ON PURCHASING INTENTION -PRODUCT CATEGORY AND SHOPPING TYPE AS MODERATORS

陳乃毅(Nai-Yi Chen)

指導教授 ： 潘明全

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

媒體因為科技的進步不斷的演變與創新，日新月異，近年來又加上電子科技的創新，網
路通路的新起以及生活型態的改變，讓網路已經成為現代人必備的生活必需品。人類的生活已經從面對面的交易，轉變到虛擬、非面對面的線上交易，也為企業所提供的產品及服務帶來了另一種新的銷售通路。因此本研究就是在探討有關於網路通路跟電視購物這二種有別於傳統的銷售通路與促銷方式產品類別等不同對於消費者購買意願的影響。研究對象為大同大學學生。
本研究的結果如下:
1. 促銷方式會影響消費者購買意願
2. 促銷情境會影響消費者購買意願
3. 購物方式(電視購物與網路購物)會干擾促銷方式對消費者購買意願的影響。
4. 產品類別會干擾促銷情境對消費者購買意願的影響。
5. 產品類別會干擾促銷方式對消費者購買意願的影響

關鍵字

促銷情境 ； 促銷方式 ； 購買意願 ； 產品類別 ； 購買方式

並列摘要

The evolution and innovation of media have progressed at an incredible speed.
Coupled with the innovation in electronic technologies in recent years, the emergence of
online distribution channels and the changes of consumers’ lifestyles, the Internet has
become a daily necessity for modern people. Lifestyles have changed from face-to-face
dealings to online transactions in a world of simulation and it has become a new
marketing and distribution channels for products and services from their respective
suppliers. In the past, Taiwan’s Monday Technology started out as a 3C product
distributor and specialized in online distribution. The company appeared as a clickable
option on Yahoo Taiwan’s portal page and later became Taiwan’s largest online shopping
mall. Yahoo! later acquired the company and it was subsequently renamed Yahoo!
Shopping. Yahoo! announced its annual turnover for 2009 to be approximately NT$12
billion, rivaling that of SOGO (Zhongxiao Branch), the leader of Taipei’s department
stores. This goes to show that online distribution channels have become a new channel
that modern corporations cannot afford to overlook due to its incredible potential.

並列關鍵字

promotion situation ； promotion type ； purchasing intention ； product category ； shopping type

參考文獻

王又鵬，促銷活動對消費者購買行為影響之研究，政治大學企業管理研究所博士論文，

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