| Summary: | 碩士 === 國立勤益科技大學 === 流通管理系 === 101 === According to the data from the Department of Statistics, Ministry of Economic Affairs in Taiwan, the total revenue from non-store retailing had broken through 181 billion and 800 million NT dollars in 2012. Trendgo Research investigated what the customers of online shopping, online auction, TV shopping, radio shopping, mail order and direct selling in the first half of 2010, the online shopping was the most popular non-store retailing in Taiwan; 13.9% of Taiwan’s population, about 2.78 million persons, had experience of online shopping and the others included 7.0% of TV shopping, 5.5% of online auction and 5.1% of direct selling. This study, uses PPM model, is designed to discuss the factors that interfering the TV shopping model to shift to e-commerce based shopping.All descriptive statistical analyses, reliability and validity, hypothesis testing, path coefficients and T values were accomplished using SPSS software, version19.0 and PLS software, version 2.0.The results showed the risks from TV shopping, including financial risk、social risk 、product risk 、time risk, produced a push effect that make customers to quit TV shopping.
On the other hand, the plenty of information, the service, the quality and the delivery system of online shopping generated a pull effect that significantly attracted the client to use online shopping. However, the service of TV shopping also had a mooring effect that interfere the customer's intention to switch their shopping habit. The final analysis of the push - pull - mooring effect on the switching intension revealed that the test of pull effect (β = -0.601, t = 16.132) supported the hypothesis 2,which meant the advantages of online shopping did attract the people to use it , while the test of push and mooring effects showed no significant result.
However, when the mooring effect was seen as a moderator variable , the push effect became significant (β = -0.089, t = 2.123) that made hypothesis 4 true, which meant despite of the disadvantages, the advantages of TV shopping could also reduce the customers' intention for online shopping. The conclusion can contribute to a managerial implications and suggestions applied in the future.
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