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Title page for etd-0907110-161929


URN etd-0907110-161929 Statistics This thesis had been viewed 1466 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 indicate in-campus access only
    Date of Defense 2010-07-30 Date of Submission 2010-09-07


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