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Title page for etd-0706106-141712


URN etd-0706106-141712 Statistics This thesis had been viewed 1853 times. Download 37 times.
Author Chien-Yu Chen
Author's Email Address No Public.
Department Management Business Administration
Year 2005 Semester 2
Degree Master Type of Document Master's Thesis
Language zh-TW.Big5 Chinese Page Count 150
Title THE MODERATING EFFECT OF DIRECTING MARKETING AND PRODUCT TYPES ON THE CUSTOMER’S PURCHASING INTENTION OF PROMOTION STRATEGY
Keyword
  • TV shopping
  • reference prices
  • Online shopping
  • product types
  • promotion situations
  • purchasing intention.
  • purchasing intention.
  • promotion situations
  • product types
  • Online shopping
  • reference prices
  • TV shopping
  • Abstract In this study, we used a reference prices* promotion situations* product types * shopping mode 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 types. The results indicate that the reference prices significantly affect consumer’s purchasing intention. The interaction effects of reference prices and TV/Online Shopping have significant differences on purchasing intention. It means TV/Online Shopping have the moderating effect. We also find the product types have not the moderating effect.
    Advisor Committee
  • Ming-Chuan Pan - advisor
  • Dong-Lai Hu - co-chair
  • Nan-Hong Lin - co-chair
  • Files indicate in-campus access only
    Date of Defense 2006-06-12 Date of Submission 2006-07-06


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