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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33887

    Title: 探討消費者資訊豐富度對不同購買通路之購物意願模式研究 : 以大學生選購3C產品為例
    Other Titles: A study of consumers' information richness and the purchase intention in different retailing channels : a case study of undergraduate students purchase 3C products
    Authors: 曾乾凱;Tseng, Chian-kai
    Contributors: 淡江大學統計學系碩士班
    溫博仕;Wen, Bor-shyh
    Keywords: 資訊豐富度;購物意願;結構方程模式;線性結構關係;Information Richness;Internet Purchasing;Structural Equation Modeling;Linear Structure Relation( LISREL)
    Date: 2006
    Issue Date: 2010-01-11 04:38:20 (UTC+8)
    Abstract: 在網際網路與電視媒體發達的今日,人們獲得產品資訊的管道已不僅僅侷限在傳統商店這個範圍,如何提供有效的資訊來滿足顧客的需求是現今購物商店業者所必須重視的課題。
    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.
    Appears in Collections:[統計學系暨研究所] 學位論文

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