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Title page for etd-0705106-134640


URN etd-0705106-134640 Statistics This thesis had been viewed 1881 times. Download 34 times.
Author Shu-jen Juang
Author's Email Address No Public.
Department Management Business Administration
Year 2005 Semester 2
Degree Master Type of Document Master's Thesis
Language English Page Count 150
Title THE MODERATING EFFECT OF SHOPPING MODE AND PRODUCT INVOLVEMENT ON PURCHASING INTENTION OF REFERENCE PRICE AND PROMOTION SITUATION
Keyword
  • TV Shopping
  • Reference Price
  • Purchasing Intention
  • Promotion Situation
  • Product Involvement
  • Online Shopping
  • Online Shopping
  • Product Involvement
  • Promotion Situation
  • Purchasing Intention
  • Reference Price
  • TV Shopping
  • Abstract In this study, we used a 2 reference prices (high /low)*4 promotion situations (No Limited/Time Limited/Amount Limited/Time and Amount Limited)*2 product involvements (High/Low)*2 shopping mode (TV/Online Shopping) between-subjects experiment design to examine the effect of reference prices and promotion situations on purchasing intention. In addition, we also examined the moderating effect of TV/Online Shopping and product involvements. The results indicate that the reference prices and promotion situations significantly affect consumer’s purchasing intention. The interaction effects of promotion situations and TV/Online Shopping have significant differences on purchasing intention. It means TV/Online Shopping have the moderating effect. We also find the product involvements have not the moderating effect.
    Advisor Committee
  • Ming-chuan Pan - advisor
  • Mei-Fang Chen - co-chair
  • Wen-chueh Hsieh - co-chair
  • Files indicate in-campus access only
    Date of Defense 2006-06-09 Date of Submission 2006-07-05


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