How the different forms in which the object is represented influence purchase intention in TV shopping channel

• Main Authors: Yuan-Yuan Pan, 潘沅沅
• Other Authors: Nai-Hwa Lien
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/70354928458266598079

碩士 === 國立臺灣大學 === 商學研究所 === 95 === In the recent year, TV shopping is becoming popular in Taiwan. It always creates unbelievably vast sales, especially jewelry and 3C product. The promotional strategies used by TV shopping, including product representation and price comparison, are considered as some contributors to purchase intention. However, the relation between promotional strategies and purchase intention has not been proved by any academic research. In this study, we use experimental design to analyze that how the different ways high-involved products presented in TV shopping channel affect purchase intention with covariate - price reasonability, and how it influences purchase intention mediated by the product attitude and perceived value. In study 1, we use jewelry as experimental product. This experiment manipulated two variables: product representation (model/close-up), price comparison (website/brand/none), and the result is as follow: 1) there is a significant effect in product representation, and close-up is superior to model in affecting product attitude and purchase intention; there is a significant effect in price comparison, and there is the best effect when the source of price comparison is from other brands; 2) when the message of price comparison is supported in the show, the effect of close-up is better than model; 3) the main effect is partial mediated by product attitude and perceived value. In study 2, we use 3C product as experimental product. This experiment manipulated two variables: product representation (model/close-up), price comparison (the same price/the same features/none), and the result is as follow: 1) there is a significant effect in price comparison, and there is the best effect when the source of price comparison is from the same price but the worse features; 2) there is an interaction effect between product representation and price comparison. When there is no price comparison, there is the highest effect in using model; 3) the main effect is mediated by product attitude and perceived value.