The impact of product type, social presence and vanity on consumer choice of multichannel shopping

Autor: Yu Chi Tseng, 曾郁祺
Druh dokumentu: 學位論文 ; thesis
Popis: 103
The Internet is growing in a very fast rate, a substantial change in consumer shopping patterns. We used to search the information and purchase at the offline store, but nowadays, because of the complete information, complete payment, assured security, integral logistics system, we increase the usage of online shopping. E-commerce has developed very quickly in recent years that it has reached a point where a new business model is required to attract consumers. Todays’ consumers are multichannel shopper. Seldom research investigated the social presence, product type and vanity how to affect multichannel shopper chose the channel during search stage and purchase stage. This research aim is to achieve the following three objectives: (1) To investigate how product type affect the channel selection during searching stage and purchasing stage.(2) To investigate how social presence and product type affect the channel selection during searching stage and purchasing stage.(3) To measure how vanity and product type affect the channel selection. In the study 1, we development a 2 subjects design was adopted (product type: experience product versus search product) .In the study2, we development a 2 (product type: experience product versus search product) by 2 (social presence: high versus low) between subjects design was adopted. Which includes 218 participants. The main results of this study are as follows: (1) There are significant differences between experience product and search product on the path selection (2) High social presence will significantly increase consumer online channel selection. (3) Customer with high vanity will significantly increase consumer physical channel selection. Key word：product type, social presence, vanity, multichannel shopping
Databáze: Networked Digital Library of Theses & Dissertations
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