| Summary: | 碩士 === 東海大學 === 資訊管理學系 === 100 === With the popularization and the steady growth of the Internet and e-commerce, online shopping has become one of the main shopping channels for the consumers. In the competitive online shopping markets, retailers usually use some promotions to attract consumers’ attention, the promotion methods such as price partition (divide the price into base price and surcharge), buy one get one free, free shipping fees, etc. The purpose on the present study is to discuss whether the shipping fees and the promotion methods have significant difference on consumers’ purchase intention. Moreover, the present study use product type and price level as moderators to discuss the moderating effect on consumers’ purchase intention.
The present research adopts laboratory method with 2×4×2×2 groups, 1466 subjects attend the experiment, 57.8% were male and 42.2% were female. Most of the subjects were in theage range of 16-20, which is the largest group (67.2%). The analyzed result shows that shipping fees has a significant difference on consumers’ purchase intention; free shipping fee has higher purchase intention than the product price with shipping fees. Also, different promotion methods will cause significant difference on consumer’s purchase intention, and 50% off is the best promotion method. In addition, price level did have a moderating effect on shipping fees and consumers’ purchase intention. For high price products, the effect of product price with shipping fees is better than free shipping, the low price product is the opposite. In the end, the product type does not have moderating effect on promotion methods and purchase intention. The result of the study can be provided as a reference for online retailer to conduct shipping fees and promotion methods.
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