A Study on the Purchase Intention of TV Shopping Channel─Shopping Expert's Attractiveness and Shopping Channel's Image as Moderating Variables
| Autor: | Yao, Qiulian, 姚秋蓮 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 In the past decade, the most dramatic trends in the shopping environment is the proliferation of channels that consumers can use to interact with retailers. The development of technology and the Internet has transformed consumers’ passive roles that were used to merely accepting TV advertisement into becoming more active by being able to choose, filter, and receive online advertisements. Moreover, the Internet is not as popular as TV, while the Internet does not have someone explaining the products like on TV shopping channels. Therefore, the TV shopping channels and TV shopping experts are specifically established for shopping purposes. In order to understand the relationships of customer’s involvement, customer’s trust on shopping experts and customer’s purchase intention, as well as the moderate influence of shopping experts’s attractiveness and shopping channel’s image between customer’s trust on shopping experts and customer’s purchase intention. This study applied questionnaire and statistical methods to investigate on how consumers perceive the attractiveness of the shopping experts and the image of the shopping channel that change customer’s trust on shopping experts and its influence on the purchase intention. The results showed that customer’s involvement on TV shopping channel had direct influence on the degree of trust on shopping experts that eventually would affect customer’s purchase intention. Furthermore, the attractiveness of shopping experts possessed significant moderate influence between customer’s trust on shopping experts and customer’s purchase intention. In other words, the attractiveness of shopping experts can enhance the influence of customer’s trust on shopping experts towards purchase intention. Finally, this study proposes specific recommendations for the TV industry to improve and increase customer’s purchase intention |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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