| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 93 === In the research of virtual channel, there is little attention about radio shopping by academic. Thus, this study utilizes investigation and focus on the listening motivation, listening time and personal characteristic to understand the purchase intention of audiences.
Based on the research results, this study submits the following conclusions: 1. the purchase intention will not get optima effectiveness based on planned purchase motivation; 2. in the gender differences, male have the greatest purchase intention in time-abrasion listening motivation, female have the greatest purchase intention in leisure-entertainment listening motivation; 3. consider geographical difference and listening motivation, audiences of north Taiwan who are time-abrasion orientation have the greatest purchase intention; 4.in listening time, the purchase intention in pm 18:00~24:00, am 0:00~5:00 and 9:00~12:00 are significant higher than am 5:00~9:00 and pm 12:00~18:00; 5. in the age difference, the purchase intention in 18~30 and 31~50 are significant higher than 51 above.
This study also find out the purchase intention of radio shopping is not a planned behavior. Thus, it is worth to research in the future and find out the causes for purchase intention of audiences. Besides above, the host’s style, program time and type of product may have goodness-of-fit among them. That issue could be worth to discuss the consistence of above three factors for purchase intention too.
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