Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags
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 mo...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | en_US |
Published: |
2007
|
Online Access: | http://ndltd.ncl.edu.tw/handle/08922293553326758597 |
id |
ndltd-TW-095NCKU5320020 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-095NCKU53200202015-10-13T14:16:09Z http://ndltd.ncl.edu.tw/handle/08922293553326758597 Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags 網路福袋的知覺價值與購買意願之影響因子 Shin-jen Wu 吳馨仁 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. Wann-Yih Wu Meng-Kuan Lai 吳萬益 賴孟寬 2007 學位論文 ; thesis 99 en_US |
collection |
NDLTD |
language |
en_US |
format |
Others
|
sources |
NDLTD |
description |
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.
|
author2 |
Wann-Yih Wu |
author_facet |
Wann-Yih Wu Shin-jen Wu 吳馨仁 |
author |
Shin-jen Wu 吳馨仁 |
spellingShingle |
Shin-jen Wu 吳馨仁 Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags |
author_sort |
Shin-jen Wu |
title |
Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags |
title_short |
Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags |
title_full |
Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags |
title_fullStr |
Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags |
title_full_unstemmed |
Exploring the Influential Factors to the Perceived Value and Purchase Intention of On-line Lucky Bags |
title_sort |
exploring the influential factors to the perceived value and purchase intention of on-line lucky bags |
publishDate |
2007 |
url |
http://ndltd.ncl.edu.tw/handle/08922293553326758597 |
work_keys_str_mv |
AT shinjenwu exploringtheinfluentialfactorstotheperceivedvalueandpurchaseintentionofonlineluckybags AT wúxīnrén exploringtheinfluentialfactorstotheperceivedvalueandpurchaseintentionofonlineluckybags AT shinjenwu wǎnglùfúdàidezhījuéjiàzhíyǔgòumǎiyìyuànzhīyǐngxiǎngyīnzi AT wúxīnrén wǎnglùfúdàidezhījuéjiàzhíyǔgòumǎiyìyuànzhīyǐngxiǎngyīnzi |
_version_ |
1717750430262362112 |