The Effects of Internet Promotions on Purchase Intention

• Main Authors: Hsie-feng,Lin, 林秀奉
• Other Authors: Lee-yun,Pan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/40102368860248569139

碩士 === 逢甲大學 === 電子商務碩士在職專班 === 103 === This study focuses on investigating how the promotion in internet concerns customer, and on discovering the effect of promotion campaigns on purchase intention. Promotion types, information source and characteristics of consumer are employed as independent variables, and purchase intention and concern of customers are employed as dependent variable in questionnaire. Totally 405 online shoppers were interviewed and asked to respond the questionnaire by Google Drive. Data collected were analyzed. The results show that all promotion campaigns except for web game are positive affecting the purchase intention of a customer. The best choice of promotion is price-off, other campaigns advised in orders are bonus, sampling, coupon, cause marketing, free gift and group purchase. The results also show that all information sources are positive affecting the concern and purchase intention of a customer. The promotion information from friends’ and family’s Facebook or Google+ is the best marketing channel for an online promotion, the second choice is the advertising in portal site such as Yahoo or PChome, followed by internet community. Sending email or e-newsletter of an online promotion is not recommended to use, customers pay few attention on such two information channels.