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Title page for etd-0630108-162834


URN etd-0630108-162834 Statistics This thesis had been viewed 1945 times. Download 20 times.
Author Han-Yun Hsiao
Author's Email Address No Public.
Department Management Business Administration
Year 2007 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 112
Title THE RELATIONSHIPS AMONG PURCHASE MOTIVATIONS, CUSTOMER INVOLVEMENT, FLOW THEORY AND PURCHASE INTENTION FOR TV SHOPPING
Keyword
  • flow
  • TV shopping
  • TV shopping
  • flow
  • Abstract The buying patterns have been changed until very recently. The aim of shopping is no longer focus on the function of product, shopping pleasure is also important. Accordingly, the purpose of this study is to examine the relationships among shopping motives, consumer involvement, flow experience, and intention to purchase on TV shopping.
    The survey is conducted in Taipei city and Taipei County. Research subject of this study is the consumer having TV shopping experience. The 224 respondents produced a total of 209 usable questionnaires resulting in a response rate of 93%. This study uses AMOS 5.0 software and SEM model to identify the relationships among variables and mediation effect.
    Statistical analysis shows that: purchase motivation and customer involvement will raise the chance to meet flow experience. People with flow experience have positive direct effect on attitude, and eventually effect on intention to purchase.
    Advisor Committee
  • Prof. Hsien-Che Lee - advisor
  • Ming-Chuan Pan - co-chair
  • Yun-Huan Lee - co-chair
  • Files indicate in-campus access only
    Date of Defense 2008-06-15 Date of Submission 2008-06-30


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