The Influence of Price Promotion, Perceived Risk and Involvement Degree on Purchase Intention of Online Shopping.

• Main Authors: Yang, Chun-Ning, 楊鈞甯
• Other Authors: Pao, Huei-Wen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/00114780145089631710

碩士 === 德明財經科技大學 === 行銷管理系 === 102 === Nowadays the online shopping has become part of our life, for Internet sellers need to use more price promotions or other strategies to stimulate customers to buy. This research is based on the Price Promotion, Perceived Risk, and the Involvement, discussing if these theories can effectively measure the consumer purchase Intention and explain online shopping market. And the purposes of this research as: 1.To examine whether the price promotion influences the purchase Intention. 2.To investigate the perceived risk influences the purchase Intention. 3.To investigate different involvements influences the purchase Intention. 4.To emphasize the important role of perceived risk, the involvement and the involvement influence on internet shopping.