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The defense date of the thesis is 2010-09-07
The current date is 2019-02-24
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URN etd-0907110-161929 Statistics This thesis had been viewed 1396 times. Download 4 times. Author Nai-Yi Chen Author's Email Address No Public. Department Management Business Administration Year 2009 Semester 2 Degree Master Type of Document Master's Thesis Language Chinese&English Page Count 110 Title THE IMPACT OF PROMOTION SISTUATION AND PROMOTION TYPE ON PURCHASING INTENTION -PRODUCT CATEGORY AND SHOPPING TYPE AS MODERATORS Keyword shopping type product category purchasing intention promotion type promotion situation promotion situation promotion type purchasing intention product category shopping type Abstract The evolution and innovation of media have progressed at an incredible speed.
Coupled with the innovation in electronic technologies in recent years, the emergence of
online distribution channels and the changes of consumers’ lifestyles, the Internet has
become a daily necessity for modern people. Lifestyles have changed from face-to-face
dealings to online transactions in a world of simulation and it has become a new
marketing and distribution channels for products and services from their respective
suppliers. In the past, Taiwan’s Monday Technology started out as a 3C product
distributor and specialized in online distribution. The company appeared as a clickable
option on Yahoo Taiwan’s portal page and later became Taiwan’s largest online shopping
mall. Yahoo! later acquired the company and it was subsequently renamed Yahoo!
Shopping. Yahoo! announced its annual turnover for 2009 to be approximately NT$12
billion, rivaling that of SOGO (Zhongxiao Branch), the leader of Taipei’s department
stores. This goes to show that online distribution channels have become a new channel
that modern corporations cannot afford to overlook due to its incredible potential.
Advisor Committee Ming-Chuan Pan - advisor
Files Date of Defense 2010-07-30 Date of Submission 2010-09-07