支付機制、支付方式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, PAYMENT METHOD AND SHOPPING SITUATION ON PURCHASING INTENTION - THE MODERATING EFFECT OF PRODUCT INVOLVEMENT

許詩詮(Shih-chuan Hsu)

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(2007年)

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及支付方式去購買，「現在買，稍後付款」及「一次付清或分期付款」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。為了解支付機制(現金/信用卡)、支付方式(一次付清/分期付款)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、支付方式及購物情境的干擾程度。故本研究採2＊2＊3＊2的受試者間實驗設計，以瞭解其對購買意願的影響，本研究的實驗對象為240位大同大學學生，受測者以隨機的方式填寫問卷。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，信用卡購買意願高於現金，在低產品涉入下，現金購買意願高於信用卡；另外，在高產品涉入下，電視購物購買意願高於網路購物，且網路購物購買意願高於一般商店購物，在低產品涉入下，一般商店購物購買意願高於網路購物，且網路購物購買意願高於電視購物。

關鍵字

支付機制 ； 支付方式 ； 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 are getting prosperous recently and consumers’ purchasing patterns have varied vastly. For today’s consumers have opportunities to purchase with different payment mechanism and payment method. The concepts of “Buy before payment” and ” Lump-sum payment or Installment payments” have already influenced our lifestyle. In the meantime, customers who have different product involvement facing different stimulate environment would have different perception and responsiveness. To understand the effects of the payment mechanism (cash/credit card), payment method (lump-sum payment/installment payments) 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*2*3*2 between-subjects experimental design. The subjects were 240 students of Tatung University. The questionnaires are randomly distributed among subjects. This study finds the following results: The effect of payment mechanism and shopping situation on purchasing intention moderated by the product involvement. Under the high product involvement, purchasing intention of using credit card is higher than cash, under the low product involvement, purchasing intention of using cash is higher than credit card. We also find that under the high product involvement, purchasing intention on TV shopping is higher than online shopping and purchasing intention on online shopping is higher than physical store shopping. Under the low product involvement, purchasing intention on physical store is higher than online shopping and purchasing intention on online shopping is higher than TV shopping

並列關鍵字

product involvement ； payment mechanism ； payment method ； shopping situation ； purchasing intention

參考文獻

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