| Summary: | 碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 100 === In consumer involvement existing literature, the issues of research most focus on「Product Involvement」,「Purchase Involvement」and「Advertising Involvement」；Since the advent of information technology society, consumers buy the place has not only limited to "Physical Channels", but can choose to directly on the network's "Virtual Channels " to online shopping；Therefore, this study was referred to the satisfaction index model by adding "Channel Selection" as a model of Moderating Variables. In addition, because "advertising involvement" content model "satisfaction" dimension of the study with the same content, therefore also in the study, adding "Channel Involved" in to replace "Advertising Involved". Accordingly, this study will be through structural equation model of Multiple-Group Analysis to explore the different pathways under study for the proposed indicators of whether the model of satisfaction with interference effects, at the same time to further explore the various dimensions of the effect.
The sample of this study is mainly from the customers of 3C products, and the conclusions are showed as follow：Channel selection does have a moderating effect, which will significantly affect the study referred to in the satisfaction index model. Which in the "Physical Channel", the model of consumer involvement "Product Involvement" and "Channel Involvement" Significantly positive impact on "Satisfaction"; and "Virtual Channel", this is a "Product Involvement" and "Purchase Involvement"would be a clear positive impact," Satisfaction"; As for the two different pathways model of "Satisfaction" are the " Purchase Intention" a Significant positive impact on relations.
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