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The defense date of the thesis is 2008-06-30
The current date is 2019-03-22
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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 Date of Defense 2008-06-15 Date of Submission 2008-06-30