THE IMPACTS OF PAYMENT MECHANISM AND MOOD ON PURCHASING INTENTION－ONLINE/TV SHOPPING AND PRODUCT INVOLVEMENT AS MODERATORS
| Autor: | Jung-Ta Chang, 張榮達 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 Human shopping habits have changed as a result of global technological advancement. The rise of the non-store retailing in recent years has promoted the rapid growth of online shopping and TV shopping in Taiwan. While products sold on the non-store channel are comprehensive and the price is transparent, it has been gaining consumer support. This study thus investigated the influences of payment mechanisms and moods on the purchasing intention of consumers in online shopping and TV shopping with the 4-factor experimental design: 2 (payment mechanisms: credit card and cash) x 2 (marketing channels: online shopping and TV shopping) x 2 (moods: positive and neutral) x 2 (product involvement: low and high), and 2 moderating variables: marketing channel (online shopping and TV shopping) and product involvement (low and high), with samples selected from the Tatung University. Results indicate that product involvement affects mood, and high product involvement and positive mood affect the purchasing intention of consumers. It means that product involvement has moderating effect. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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