臺灣博碩士論文加值系統

台灣近年來電視購物以及網路購物的蓬勃發展。因此電視購物及網路購物帶來相當的便利性及價格的公開透明化以及商品的多樣化，於是消費者對電視購物與網路購物愈來愈感興趣，致使消費者對購物型態產生了極大的變化。因此本研究將探討電視購物及網路購物在不同的促銷方式及促銷情境下是否會影響消費者的購買意願。
本研究使用2x3x2x2的實驗設計方式， 探討促銷方式及促銷情境是否會影響消費者的購買意願。其中加入兩個干擾變數-無店舖行銷 (電視購物、網路購物)及廣告代言人(名人、非名人)為干擾效果進行探討。
研究發現：促銷方式與促銷情境對消費者購買意願的交互作用未達顯著不同，在促銷方式與電視購物及網路購物對消費者購買意願的交互作用並未達顯著
不同，在促銷情境與電視購物及網路購物對消費者購買意願的交互作用並未達顯著不同，在促銷方式與廣告代言人對消費者購買意願的交互作用未達顯著不同。促銷情境與廣告代言人對消費者購買意願的交互作用未達顯著差異。意涵著電視購物與網路購物在促銷方式與促銷情境的手法上大致相同，並無太大的差異。同時也透露出在電視購物與網路購物中加入廣告代言人來促銷商品並不是太重要的。

TV shopping and online shopping has blossomed in Taiwan in recent years. Due to the convenience, price transparency, and product variety of TV shopping and Online shopping, consumers have become more interested in such virtual shopping channels. It has caused great changes in consumer’s purchasing platforms. Therefore, this research studies whether TV shopping and Online shopping would influence consumer’s purchasing intentions according to different promotion types and promotion situations.
This study used a 2*3*2*2 between-subjects experiment design to examine the effect of promotion types and promotion situations on consumer purchasing intention. In addition there were two moderators; one was non-store retailing (TV shopping/ Online shopping), another was an advertisement spokesperson (Celebrity/Non-celebrity) and the moderating effect would be examined.
This study discovered that there was no significant difference in the interaction between promotion types and promotion situations; no significant difference in the interaction among promotion types, promotion situations and TV shopping/Online shopping; no significant difference in the interaction between advertisement spokesperson and consumer purchasing intention; no significant difference in the interaction between promotion type and advertisement spokesperson on consumer purchasing intention; and no significant difference in the interaction between promotion situations and advertisement spokesperson on consumer purchasing intention. These results mean that the effects of TV shopping and Online shopping on the promotion type and the promotion situation are similar. It also reveals that using advertisement spokespersons in TV shopping or Online shopping is not effective.

CONTENTS
Page
ABSTRACT IN CHINESE iii
ABSTRACT IN ENGLISH v
ACKNOWLEDGEMENT vii
LIST OF TABLE x
LIST OF ILLUSTRATION xi
Chapter
I INTRODUCTION 1
Research Background and Motivation 1
Research Objectives 4
Research Procedure 6
Ⅱ LITERATURE REVIEW 7
Promotion Type 7
Promotion Situation 10
Non-Store Retailing 12
Advertising Spokesperson 18
Purchasing Intention 20
Ⅲ RESEARCH METHODOLOGY 22
Research Framework 22
Research Hypotheses 23
Operational Definitions and Measurements27
Research Design 29
Ⅳ DATA ANALYSIS AND INTERPRETATION 34
Reliability Analysis 34
Homogeneity of Variance Analysis 34
Variance Analysis 35
Ⅴ CONCLUSIONS AND SUGGESTIONS 39
Conclusions and Contributions 39
The Managerial Implications 41
Research Limitations 41
Suggestions and Direction for Future Research42
BIBLIOGRAPHY 44
APPENDIX 1 51
APPENDIX 2 55
目錄
第一章 緒論 79
研究背景與動機 79
研究目的 81
研究流程 82
第二章 文獻探討 83
促銷方式相關文獻 83
促銷情境 85
無店舖販售 86
廣告代言人 90
消費者購買意願 92
第三章 研究假設與方法 93
研究架構 93
研究假設 94
研究變數之操作性定義與衡量 96
研究設計 98
第四章 實驗結果 102
信度分析 102
變異數同質性分析 102
變異數分析 102
第五章 結論與建議 106
研究結論 106
管理上的涵義 107
研究限制 107
後續研究與建議 108
參考文獻 109
附錄一：前測問卷 115
附錄二：正式問卷 119

表目錄
表一 誤差變異量的Levene檢定等式 102
表二 四因子變異數分析之交互作用 105
表三 研究假設總整理 106

































圖目錄
圖一 研究流程 82
圖二 電視購物成長比率圖 87
圖三 網路購物市場規模 89
圖四 研究架構 93





LIST OF TABLES
Page
1. Table 1 Levene’s Test of Equality of Error Variance 34
2. Table 2 Four-way ANOVA Interaction Test 38
3. Table 3. Summary of Hypothesis Tests 40















LIST OF ILLUSTRATION
Page
1. Research Procedure of This Study 6
2. Infomercial Consumer Ratio 13
3. Scale of the Internet Shopping Market 17
4. Conceptual Framework 22

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