| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 98 === Recently, the Internet has become a part of our life, many consumers have used to search information about the product before they purchase. The rapid expansion of the Internet not only provides Internet users more information, it also broadens consumer choice on the shopping channel. They can search for the product information first, and then decide to come to the Internet or to return to a store to buy the product.
In order to explore the relationship between channel information search and channel purchase, this study regard the online information search intention as independent variable and the channel choices as the dependent variable, and shopping preferences, unplanned purchase as well as the product category as the moderate variables for this study. The results showed: Internet information search intention affect consumers’ channel choices. In the moderate effect, the shopping preferences and the unplanned purchase both with significant affect on the relationship between online information search intention and consumers’ retail channel choices.
Finally, we discuss the managerial implications of this research and practical suggestions to the online retailers and physical retailers make marketing strategies to attract and retain customers to increase their purchase intention, and made the reference and the direction of future research.
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