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The defense date of the thesis is 2006-07-05
The current date is 2018-02-21
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URN etd-0705106-133720 Statistics This thesis had been viewed 1893 times. Download 38 times. Author Ruei-Yuan Sun Author's Email Address firstname.lastname@example.org Department Management Business Administration Year 2005 Semester 2 Degree Master Type of Document Master's Thesis Language English Page Count 98 Title THE REFERENCE PRICE AND PROMOTION SITUATIONS ON ONLINE FEMALE SHOPPERS' PURCHASING INTENTION-THE MODERATING EFFECT OF PERCEIVED RISK Keyword REFERENCE PRICE PURCHASING INTENTION PROMOTION SITUATIONS PERCEIVED RISK FEMALE SHPPERS FEMALE SHPPERS PERCEIVED RISK PROMOTION SITUATIONS PURCHASING INTENTION REFERENCE PRICE Abstract The online shopping market is more and more prosperous, female consumers are the main markets. We use an experiment design to examine the research, adopts three factors design: 2 (high reference price, low reference price) x3 (promotion situations: time limited, amount limited, time and amount limited) x3 (the perceived risk degree of the products: high risk, middle risk, low risk products) experiment design.
Taking the female students of Tatung University as the experimental subjects, examining while female are shopping online, how does perceived risk moderate the reference price and the promotion situations on the purchasing intention effect. Examining it with three pretests and a formal experiment, the results indicate that there is moderating effect on the perceived risk.
Advisor Committee Mei-Fang Chen - advisor
Ming-Chuan Pan - advisor
Wen-Chue Shie - co-chair
Files Date of Defense 2006-06-09 Date of Submission 2006-07-05