The Impact of Product Values on the Purchase Intention at the Situation of Long Waiting Duration

• Main Authors: Huang Shiou-Mei, 黃琇媚
• Other Authors: Ho Shu-Hsun
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/54588447835369839930

碩士 === 靜宜大學 === 企業管理學系 === 101 === The current overall environment of online shopping has developed quite mature, but online shopping of the population is increasing every year. . Consumers' online shopping behavior has often been one of the subjects discussed in recent years. Past research about online shopping, most of focused on the reasons for consumers choose online shopping, perceived risk ... etc., however neglected in the case of online shopping, consumers often face the need to wait for the product and service questions. Both brick and mortar stores or online store, the overall value of personal shopping can be divided into utilitarian and hedonic. Utilitarian value of the goods refers to the value added goods is a functional, and help consumers to achieve tasks in daily lives. Hedonic value of the goods refers to consumers get the feeling of pleasure or joy from the purchase of goods. Nowadays, emphasizes time efficiency, however, it delevops occurs online shopping takes a long time to wait for goods situation, Therefore, this study use2 (product value: hedonic vs. Practicality)x2 (trust: high vs. Low) x2 (Promotion: free shipping vs. No free shipping) three factor experiment design the subjects discussed whether consumers are willing to accept among long wait and impact of purchase intention to complement previous research gap. The results of this study are: (1) different products may affect the value of long waits consumers online shopping purchase intention; (2) for internet businesses provide different value of the goods of promotional activities will affect the long wait of consumer purchase intention in online shopping. The results of this study in the academic contribution, complement the online shopping consumer research and consumer behavior in the long wait; In practice, internet businesses should not only reducing the goods or services takes a long time to wait for behavior occurs but also to improve the consumer's trust in internet businesses and promotional activities to increase consumer buying behavior in online shopping.