| Summary: | 碩士 === 國立臺北大學 === 國際企業研究所 === 102 === This study is to investigate the reaction of consumer online purchase behavior of the expiration-dates products according to their purchase experience in on/off-line channel. Currently, we are in the generation of internet and the innovation of technology, due to that online channel business model play a role in competitiveness market. We examine how the effect of expiration-dates product impact on consumers’ probability of on/off-line purchase based on their previous purchase experience and the consequence on online purchase behavior. We also concerned consumers’ adjusted expectation. For our study, we totally collect 460 questionnaires returned, by using website and paper survey. We used SPSS and LISREL to process our statistical analysis. From our empirical result, the expiration date-based pricing and product knowledge has positive and significant impact on online purchase behavior, through consumer purchase experience. In addition, we hope our research result can provide some implication for practitioners.
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