Shopping site marketing and promotion tools and merchandising relationships - for example of PChome Shop Street

• Main Authors: Chen-Han Wu, 吳振漢
• Other Authors: 李小梅
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/3jgadg

碩士 === 國立中央大學 === 資訊管理學系碩士在職專班 === 99 === Because of the popularity of Internet, the shopping behavior for consumer is gradually changed. It results in the rise of online shopping and many online stores with billion dollars in annual revenue; the importance of online shopping is highlighted under such situation. When choosing the store to buy merchandise, the store image for consumers and purchase intention of consumers can be affected by different marketing and promotion way of stores. Based on the study motivation mentioned above, this study seek to explore different promotion tools and it’s relationship between the store image for consumers and purchase intention of consumers, as well as the relationship between demographic variables and purchase intention of consumers. So this study proposes several study purposes as follows. First, the relationship between different promotion tools and the store image for consumers. Second, the relationship between different promotion tools and purchase intention of consumers. Third, the relationship between demographic variables and purchase intention of consumers. Fourth, the relationship between the different promotion tools which PChome Shop Street matches and purchase intention of consumers. This study proceeded through the method of sampling questionnaires. Totally 319 effective questionnaire samples were made, in which there were 110 pieces from direct questionnaires, and 209 pieces from network questionnaires. It comes to the conclusion as below. The advertisement of product has highly positive correlation with the store image for consumers and purchase intention of consumers. The direct marketing has highly positive correlation with the store image for consumers and purchase intention of consumers. The promotional activity has highly positive correlation with the store image for consumers and purchase intention of consumers. Consumers with higher age and higher income have higher purchase intention. Consumers with higher frequency in using network, browsing shopping sites and using online shopping have higher purchase intention.