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研究生:張榮達
研究生(外文):Jung-Ta Chang
論文名稱:支付機制、心情對購買意願的影響-網路購物、電視購物/產品涉入為干擾效果
論文名稱(外文):THE IMPACTS OF PAYMENT MECHANISM AND MOOD ON PURCHASING INTENTION-ONLINE/TV SHOPPING AND PRODUCT INVOLVEMENT AS MODERATORS
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-Chuan Pan
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
論文頁數:56
中文關鍵詞:支付機制心情無店舖行銷產品涉入
外文關鍵詞:payment mechanismsmoodsproduct involvement
相關次數:
  • 被引用被引用:3
  • 點閱點閱:330
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:6
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.
目錄
中文摘要i
英文摘要ii
致謝詞iv
目錄v
表目錄vi
圖目錄vii


第一章 緒論1
研究背景與動機1
研究目的2
研究流程3
第二章 文獻探討4
支付機制4
心情5
產品涉入7
無店鋪行銷10
消費者購買意願14
第三章 研究方法15
研究架構15
研究假設16
研究變數之操作性定義與衡量17
研究設計19
第四章 資料分析21
操弄檢查21
變異數同質性檢定22
變異數分析22
第五章 結論與建議25
研究結論25
管理上的意涵26
研究限制27
後續研究與建議28
參考文獻29
Appendix中文問卷34
個人簡歷56


表目錄
1 產品涉入表9
2 心情前測表22
3 產品前測表22
4 誤差變異量的Levene’s定等式表23
5 四因子變異數分析之交互作用表25
































圖目錄
1 研究流程圖3
2 研究架構圖15
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