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URN etd-0825110-114056 Statistics This thesis had been viewed 3297 times. Download 1927 times. Author Shu Su Fong Author's Email Address No Public. Department Management Business Administration Year 2009 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 76 Title A STUDY ON THE DETERMINANTS OF THE PURCHASE INTENTION OF COSMETIC AND HEALTH CARE PRODUCTS FOR INTERNET BOOKSTORE Keyword internet bookstore consumer attitude perceived risk product involvement purchase intention purchase intention product involvement perceived risk consumer attitude internet bookstore Abstract Owing to the development and practice of technology, internet has become a part of our life, and an important way for shopping. The whole situation contributes to the high growth of the concerning market, and the sales channel are extended from physical shops to cyber space.
Due to the niche, book, among all the products, was one of the earliest to be sold over the internet. With the development of the market on the web, and with the idea of offering commodities with higher variety to attract more customers, or to raise the purchase intention of the existing customers, the product range has extended from books to music CD, cosmetic and health care, 3C, fashion, grocery, or daily commodities. With 67% of the population has access to internet in Taiwan, the internet bookstore hold high expectations over such product diversification.
The study aims to explore the determinants that affect the internet bookstore shoppers on purchasing cosmetic and health care products,specifically,through. investigation on cognitive attitude, perceived quality, perceived sacrifice, internet promotion, product involvement, and perceived risk of consumers, to understand how they affect purchase intention over cosmetic and health care products from internet bookstores, and to understand the characteristics of non-book buying consumers.
Result of the study shows that the internet bookstore consumers’ purchase intention is influenced by cognitive attitude, perceived quality, internet promotion, product involvement positively, and perceived risk negatively.
Advisor Committee Lee Hsien-Che - advisor
Yeh Kun-Huang - co-chair
Files Date of Defense 2010-06-21 Date of Submission 2010-08-27