In the former times, people would go to stores in order to access product information; however, these days, people do not approach this method anymore due to the advent of internet, TV, or other media medium. In this aspect, management of mail order companies must face the problem of how to offer good product information in order to fully satisfy consumers’ demand.
The basis of this research work was conducted base on Tamkang University daytime students’ class of 2006; base on the criteria of how it influenced consumers of either to purchase in traditional stores or internet / TV shopping, after they obtained valuable product information. The five variables in judging valuable product information were: security, store reputation, product information, marketing stimulus. These five variables influenced or affected consumers’ trust and perceived risk in the said purchasing intentions. The study used LISREL software to construct a Structural Equation Modeling in order to distinguish consumers’ purchasing intention in different retailing channels.
In analyzing the result concluded that students who have no experience usually browse on internet to get product information; and the said internet shopping advertisement, marketing discount and recommended information usually affect their purchase intentions compared to those who does not browse the internet. Regarding TV shopping purchase: for those who never purchase on TV, but still they had a favorable attitude in viewing such TV shopping channels. However, the influence of TV shopping advertisement, sales discount and recommended information is limited compared to those who had the experience in TV shopping. Nevertheless, either in internet, TV or direct store purchase, it is the store reputation, product information, marketing stimulus that influence consumers’ trust toward purchase intentions. To consumers who does internet purchase normally attach importance on store security aspect that influence his in purchase intentions. Consumers are influenced to approach traditional stores and do their direct purchase which would lower the perceived risk which encourages his purchase intentions. Among the five variables, marketing stimulus is the number one aspect that highly influence consumers purchase intention either to purchase in TV shopping, internet shopping or purchase in traditional stores.