The Effects of the Promotion Strategies of Online Shops on Consumers’ Purchase Intentions : Consumer Impulsivity、Product Involvement and Web Awareness as a Moderator

• Main Authors: Kuo, Wen-Chun, 郭紋君
• Other Authors: Chang, Kuo-Hsiung
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/47967082407938095045

碩士 === 東海大學 === 國際貿易學系 === 99 === There is a great deal of studies that make a study of monetary and limited time promotion strategy, nonmonetary and limited time promotion strategy, monetary and limited amount promotion strategy, and nonmonetary and limited amount promotion strategy for consumer purchasing intentions. However, there was not a study combine these four strategies to do research. Therefore, this main intention of this study is the effects of monetary and limited time promotion strategy, nonmonetary and limited time promotion strategy, monetary and limited amount promotion strategy, and nonmonetary and limited amount promotion strategy for customers’ purchasing intentions; also, the characteristic of consumer impulsivity, the product involvement, and the popularity of website as a moderating variable. This study is based on 382 people who have experience of shopping on the Internet as study samples. After empirical analyzing, the results of this study are the effect of monetary promotion strategy for low product involvement and the effect of nonmonetary promotion strategy for high product involvement.