The Moderating Effect of TV Shopping/Online Shopping on the Consumer’s Purchasing Intention of Different Promotion Types and Promotion Situations

• Main Authors: Hsiang-mei Chang, 張湘梅
• Other Authors: Ming-Chuan Pan
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/26235490939763208033

碩士 === 大同大學 === 事業經營學系(所) === 94 === In the recent years, many people have good look at fashion sunrise industry of TV Shopping Channel in Taiwan. In 2004, it created NT$30,000,000,000 dollars for Taiwan T-Commerce Shopping Channel. It can be predicted that it will reach NT$50,000,000,000 dollars in 2005 and NT$200,000,000,000 dollars in 2008. Besides, a study about consumers’ behaviors in Internet from III indicated that more than 40% people always browse Online Shopping websites in Taiwan and spend NT$10,000 dollars average per year. For 2001 to 2004, Online Shopping website will promote the position from 6 to 2. It shows that online shopping still popular for people in Taiwan. In this study, we used a 2*2*2 experiment design to examine the effect of promotion types and promotion situations on consumer’s purchasing intention. In addition, we also examine the moderating effect of TV Shopping and Online Shopping. The results indicate that the promotion types (monetary/nonmonetary) and promotion situations (Time Limited/Amount Limited) are not significantly affect consumer’s purchasing intention. The interaction effects of promotion situation and TV Shopping/Online Shopping have significant difference on purchasing intention. Contrast to Online Shopping, TV Shopping has higher purchasing intention in promotions of Time Limited. It means that TV Shopping/Online Shopping have a moderating effect.