| Summary: | 碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 95 === The main idea of this study is to explore a new on-line promotion activity, on-line Lucky bags, which similar bundling but with unclear product compositions. To examine the factors influence consumers’ buying decision to on-line Lucky bags, the conceptual model of this study is generated based on bundling theory, attribute model, and appraisal theory. Consumers’ perception of product composition controllability, discount, perceived risk, and hope are adopted as possible factors to discuss their influence of consumers’ perceived value and purchase intention toward Lucky bags. An empirical testing is utilized to identify how those factors impact consumers’ buying decision to on-line Lucky bags.
The results of this study indicated that the effects of perceived controllability, discount, perceived and hope are supported in different degree. Consumers perceive different level of value and purchase intention under different on-line Lucky bags’ conditions. High level of perceived controllability, discount make consumers perceive higher value and have more intention to buy, while high perceived risk impact consumers’ buying decision oppositely. The interactive effects of those variables are examined existent. Hope moderates the effects of perceived controllability, discount and perceived risk although it has direct effect, too. This study explains some reasons consumer buying unclear product composition bundling and provides a primary examination of on-line Lucky bags.
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