全球科技技術進步,促進人類消費習慣的改變。近年來無實體通路的發展造成在台灣地區網路購物及電視購物的快速成長。在此行銷通路商品上的種類繁多、價格明確公開;消費者也越來越接受此一購買產品方式。本研究將探討網路購物及電視購物購買產品時在不同支付機制及心情下是否會影響消費者購買的意願。本研究採用四因子組間實驗設計2(支付機制:信用卡、現金)×2(無店舖行銷:網路購物、電視購物)×2(心情:正面、中立)×2(產品涉入程度:高、低)的實驗設計方式,探討支付機制及心情是否會影響消費者的購買意願。並加入兩個干擾變數-無店舖行銷(網路購物、電視購物)及產品涉入(高、低)為干擾效果來進行探討。 以大同大學在學學生為實驗對象,結果發現產品涉入會干擾心情對購買的影響,更進一步得知在高、低產品涉入下,正面心情比中立心情的購買意願高。
Human shopping habits have changed as a result of global technological advancement. The rise of the non-store retailing in recent years has promoted the rapid growth of online shopping and TV shopping in Taiwan. While products sold on the non-store channel are comprehensive and the price is transparent, it has been gaining consumer support. This study thus investigated the influences of payment mechanisms and moods on the purchasing intention of consumers in online shopping and TV shopping with the 4-factor experimental design: 2 (payment mechanisms: credit card and cash) x 2 (marketing channels: online shopping and TV shopping) x 2 (moods: positive and neutral) x 2 (product involvement: low and high), and 2 moderating variables: marketing channel (online shopping and TV shopping) and product involvement (low and high), with samples selected from the Tatung University. Results indicate that product involvement affects mood, and high product involvement and positive mood affect the purchasing intention of consumers. It means that product involvement has moderating effect.