| Summary: | 碩士 === 朝陽科技大學 === 應用英語系 === 102 === Internet popularity brings a lot of transaction opportunities on online market, many shoppers have made significant efforts to design promotion plans or advertisements, they are often frustrated by consumers’ ignorance. The aim of the present paper is to determine the relationship among motives, shopping values, and attitudes toward purchase intention.
This study conducts pilot study first, followed by formal study. The quantitative research method, convenience sampling, and online survey are adopted in this study, research methods include descriptive statistics, reliability statistics, validity statistics, factor analysis, chi-square test, independent-samples t test, one-way ANOVA, Pearson correlation coefficient, and path analysis.
The result shows motives are partly significantly positive impact on shopping values; shopping values are partly significantly positive impact on attitudes; attitudes are significantly positive impact on purchase intention; motives are significantly positive impact on purchase intention, and shopping values are partly significantly positive impact on purchase intention. Online shoppers can attract different kinds of consumers by providing funny products, memorial products or souvenirs, simultaneously, holding big sales events, celebrating anniversaries, and other activities to maintain good relationships with consumers.
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