| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 94 === There are approximately 1,000,000 retailers currently selling products over the Internet in the U.S, and the output value of on-line shopping is also increasingly. Consequently, on-line shopping has become an important shopping choice for consumers, and on-line shopping sales promotion has become an important issue for marketing research. According to previous studies, sales promotion affects consumers’ final purchase decision; consumers may accelerate purchase decision or switch brand choice. This study focus on the on-line shopping because the number of sale value is increasing and there is less previous marketing researcher research about sales promotion of on-line shopping. In this study, we will confer that how the sales promotion (reference price, display effect, payment mechanism, and time limit) affect consumers accelerating their purchase decision for on-line shopping. Besides, we will use product classification (rational or emotional) as intermediary variable to find the result that how the product classifications effect each sales promotion accelerating purchase decision for on-line shopping.
One pretest and one formal experiment are executed for this study. We aimed to find the appropriate experimental objects in this on-line experiment pretest, such as experimental products and the adaptive degree of sales promotion (e.g. reference price, payment mechanism, and time limit). In the on-line experimental design is in order to finding the different sale promotions that how to affect consumers making decision and compare with their different and relationship. In on-line experimental design, we also added product classification as moderating variable.
This study finds that reference price, payment mechanism, time limit, and display effect all have significant effect on accelerating purchase for on-line shopping. Besides the main effect the above-mentioned, there are interactions between each independent variable with moderating variable.
After all, future researchers can add other variables. Besides the variables of this research, accelerating purchase decision for on-line shopping may be affect by other variables, such as the media effect (sounds and colors). The results of the new research may be different than this one.
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