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URN etd-0707105-004452 Statistics This thesis had been viewed 4751 times. Download 2817 times. Author Hsiang-mei Chang 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 42 Title The Moderating Effect of TV Shopping/Online Shopping on the Consumer’s Purchasing Intention of Different Promotion Types and Promotion Situations Keyword TV Shopping Online Shopping Promotion situations Promotion types Promotion types Promotion situations Online Shopping TV Shopping Abstract In the recent years, many people have good look at fashion sunrise industry of TV Shopping Channel in Taiwan. In 2004, it created NT$30,000,000,000 dollars for Taiwan T-Commerce Shopping Channel. It can be predicted that it will reach NT$50,000,000,000 dollars in 2005 and NT$200,000,000,000 dollars in 2008. Besides, a study about consumers’ behaviors in Internet from III indicated that more than 40% people always browse Online Shopping websites in Taiwan and spend NT$10,000 dollars average per year. For 2001 to 2004, Online Shopping website will promote the position from 6 to 2. It shows that online shopping still popular for people in Taiwan.
In this study, we used a 2*2*2 experiment design to examine the effect of promotion types and promotion situations on consumer’s purchasing intention. In addition, we also examine the moderating effect of TV Shopping and Online Shopping.
The results indicate that the promotion types (monetary/nonmonetary) and promotion situations (Time Limited/Amount Limited) are not significantly affect consumer’s purchasing intention. The interaction effects of promotion situation and TV Shopping/Online Shopping have significant difference on purchasing intention. Contrast to Online Shopping, TV Shopping has higher purchasing intention in promotions of Time Limited. It means that TV Shopping/Online Shopping have a moderating effect.
Advisor Committee Ming-Chuan Pan - advisor
Ai-Hua Chang - co-chair
Pi-Chuan Sun - co-chair
Files Date of Defense 2005-06-08 Date of Submission 2005-07-07