| Summary: | 碩士 === 淡江大學 === 資訊管理學系碩士在職專班 === 104 === Along with the mature of communication network infrastructure and its broad coverage, smartphones have attached to people’s everyday life and become an indispensable device. Such a technology facilitates the prevalence of E-commerce and causes the decline of the traditional TV shopping business. Industry has engaged in the presentation of merchandise on mobile devices to strive for market share and sustainability.
This study aims to investigate the critical factors that affect the purchasing intention of the viewers of the TV-shopping shows on mobile devices. The shows are hosted by professionals to present the merchandise. Transaction records between Mar. 1, 2015 and Aug. 31, 2015 (116,626 records in total) of a local TV-shopping firm are collected for identifying the critical factors with a logistic regression analysis. The independent variables of the regression model include product types, individual profile, viewing patterns (live broadcast or on-demand), and type of promotion.
This study finds that the purchasing intention of customers are significantly affected by product types, individual profile, and viewing patterns, while promotion type is not significant. In particular, product types of beauty & health, health & leisure, home life and 3C home appliances, have different effects on purchasing intention. In terms of individual profile, gender does affect purchasing; age is critical as well except the ranges of under 19 and 20~24 years old. The results of this study would be useful for the industry to formulating the marketing operations.
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