支付機制及購物情境對購買意願的影響--以產品涉入為干擾變數_

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題名：	支付機制及購物情境對購買意願的影響--以產品涉入為干擾變數
書刊名：	行銷評論
作者：	潘明全
作者(外文)：	Pan, Ming-chuan
出版日期：	2010
卷期：	7:1
頁次：	頁25-50
主題關鍵詞：	支付機制；購物情境；購買意願；產品涉入；Payment mechanism；Shopping situation；Purchasing intention；Product involvement
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(6) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:6 共同引用:0 點閱:57

隨著虛擬通路的時代來臨，電視及網路購物日趨興盛，消費者的消費型態也大幅改變。現今的消費者有機會以不同的支付機制去購買，「現在買，稍後付款」的觀念已經影響我們的生活方式。同時，不同產品涉入程度的消費者在面對不同的刺激環境下，其知覺反應也會有所不同。爲了解支付機制（現金／信用卡）及購物情境（一般商店／電視／網路購物）如何影響購買意願，以及產品涉入（高／低）對支付機制及購物情境的干擾程度，故本研究採2*3*2的受試者間因子設計。本研究的實驗對象爲240位X大學學生，受測者以隨機的方式塡寫問卷。得到下列結論：支付機制和購物情境對購買意願的效果分別會受到產品涉入的干擾；在高產品涉入下，用信用卡購買意願高於用現金，在低產品涉入下，用現金購買意願高於用信用卡；另外，在高產品涉入下，在電視購物購買意願高於在網路購物，且在網路購物購買意願高於在一般商店購物，在低產品涉入下，在一般商店購物購買意願高於在網路購物，且在網路購物購買意願高於在電視購物。

以文找文

Along with the era of virtual channels, TV/online shopping is getting prosperous recently. For today's consumers have opportunities to purchase with different payment mechanism. The concept of "Buy before payment" has already influenced our lifestyle. In the Meantime, customers who have different product involvement would have different perception and responsiveness. To understand the effects of the payment mechanism (cash/credit card) and shopping situation (physical store shopping/TV shopping/online shopping) on purchasing intention, and the moderating effect of product involvement (high/low), this study used 2*3*2 between-subjects factorial design. This study finds the following results: The effect of payment mechanism and shopping situation on purchasing intention is moderated by the product involvement. Under the high product involvement, consumers' purchasing intention of using credit card is higher than paying cash; under the low product involvement, consumers' purchasing intention of paying cash is higher than using credit card. We also find that under the high product involvement, consumers' purchasing intention on TV shopping is higher than on online shopping and purchasing intention on online shopping is higher than on physical store shopping. Under the low product involvement, consumers' purchasing intention on physical store is higher than on online shopping and purchasing intention on online shopping is higher than on TV shopping.

以文找文

期刊論文
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學位論文
1.	Mittal, B.(1983)。Understanding the bases and effects of involvement in the consumer choice process(博士論文)。University of Pittsburgh，Pittsburgh, Mass.。
2.	王裕平(2002)。消費者涉入程度、產品類別與推薦式廣告之溝通效果研究(碩士論文)。國立臺灣師範大學。延伸查詢

圖書
1.	Ockenfels, A.、Reiley, D.、Sadrieh, K.(2006)。Online Auctions。Handbook on. Economics and Information Systems。Amsterdam：Elsevier。
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其他
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13.	Rothschild, M. L.(1975)。Involvement as a Determinant of Decision Making Styles，Chicago, Illinois：American Marketing Association。
14.	Tyebjee, T. T.(1979)。Respone Time, Conflict, and Involvement in Brand Choice。
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16.	Clow, K. E., James, K. E. & Stanley, S.(2008)。Does Source Credibility Affect How Credit Cards are Marketed to College Student。
17.	林俊廷(2002)。支付機制對消費行為的影響-以高、低涉入為例。延伸查詢
18.	柯善容(1999)。商店型態.折扣促銷與信用卡使用對消費者價格知覺影響之研究。延伸查詢

圖書論文
1.	Rothschild, M. L.(1979)。Advertising Strategies for High and Low Involvement Situations。Attitude Research Plays for High Stakes。American Marketing Association。
2.	Goldsmith, R. E.(2006)。Electronic Word-of-mouth。Encyclopedia of E-commerce, E-government and Mobile Commerce。Hershey, PA：Idea Group Publishing。
3.	Cox, Donald F.(1967)。Risk Handling in Consumer Behavior: An Intensive Study of Two Cases。Risk Taking and Information Handling in Consumer Behavior。Boston, MA：Harvard University Press。
4.	Houston, Michael J.、Rothschild, Michael L.(1978)。Conceptual and methodological perspectives in involvement。Research Frontiers in Marketing: Dialogues and Directions。American Marketing Association。

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