THE IMPACT OF PROMOTION SISTUATION AND PROMOTION TYPE ON PURCHASING INTENTION -PRODUCT CATEGORY AND SHOPPING TYPE AS MODERATORS

• Main Authors: Nai-Yi Chen, 陳乃毅
• Other Authors: Ming-Chuan Pan
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/97320805469014624007

碩士 === 大同大學 === 事業經營學系(所) === 98 === The evolution and innovation of media have progressed at an incredible speed. Coupled with the innovation in electronic technologies in recent years, the emergence of online distribution channels and the changes of consumers’ lifestyles, the Internet has become a daily necessity for modern people. Lifestyles have changed from face-to-face dealings to online transactions in a world of simulation and it has become a new marketing and distribution channels for products and services from their respective suppliers. In the past, Taiwan’s Monday Technology started out as a 3C product distributor and specialized in online distribution. The company appeared as a clickable option on Yahoo Taiwan’s portal page and later became Taiwan’s largest online shopping mall. Yahoo! later acquired the company and it was subsequently renamed Yahoo! Shopping. Yahoo! announced its annual turnover for 2009 to be approximately NT$12 billion, rivaling that of SOGO (Zhongxiao Branch), the leader of Taipei’s department stores. This goes to show that online distribution channels have become a new channel that modern corporations cannot afford to overlook due to its incredible potential.