首頁 > 網路資源 > 大同大學數位論文系統

Title page for etd-0717107-175805


URN etd-0717107-175805 Statistics This thesis had been viewed 2597 times. Download 32 times.
Author Chiao-yun Su
Author's Email Address No Public.
Department Management Business Administration
Year 2006 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 149
Title The Effects of Mood State, Price Discount and Shopping Situation on Purchasing Intention─ the Moderating Effect of Product Involvement
Keyword
  • mood state
  • product involvement
  • shopping situations
  • price discount
  • price discount
  • shopping situations
  • product involvement
  • mood state
  • Abstract The emergence of internet has offered the blessing of convenient shopping at home. In the consumers’ purchasing processes, they often change their purchasing decisions for some factors, such as mood and price discount. In the meantime, customers who have different product involvement facing different stimulate environment would have different perceptions and responsiveness. Therefore, in this study, we use 2 (mood

    state: positive or neutral) ×2 (price discount: high or low) ×2 (shopping situations: physical or online) ×2 (product involvement: high or low)between-subjects experiment design to investigate the effects of price discount and shopping situations on purchasing intention. At the same time, we also study the moderating effect of product involvement. The research subjects were 208 college students from Tatung University. We have some findings as follows:
    1. The purchasing intention on positive mood is greater than neutral mood.
    2. The purchasing intention on high price discount is greater than low price discount.
    3. The purchasing intention on online shopping is greater than physical store shopping.
    4. Under the high product involvement, the purchasing intention on positive mood is greater than neutral mood.
    5. Under the low product involvement, the purchasing intention between neutral mood and positive mood is indifferent.
    6. Under the high product involvement, the purchasing intention on high price discount is greater than low price discount.
    7. Under the low product involvement, the purchasing intention on low price discount is greater than high price discount.
    8. Under the high product involvement, the purchasing intention on online shopping is greater than physical store shopping.
    9. Under the low product involvement, the purchasing intention on physical store shopping is greater than online shopping.
    Advisor Committee
  • Ming-chuan Pan - advisor
  • Files indicate in-campus access only
    Date of Defense 2007-07-02 Date of Submission 2007-07-17


    Browse | Search All Available ETDs