Study of Key Success Factors for TV Shopping Transformation: An Example of Citynoble Online Shopping Web

• Main Authors: Wen-Chen,Lin, 李文誠
• Other Authors: Hui-Ting Tsai
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/t5t9ws

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 106 === The main of this study is to explore the key success factors for TV shopping transformation. This study used purposive sampling to collect research data. Main objects in this study included 182 members from Citynoble Online Shopping Web. 182 members from Citynoble Online Shopping Web are our main subjects. The findings of this study are as follows: 1.Brand image exerts a positive and significant effect on purchase intention. 2.Celebrity effect exerts a positive and significant effect on purchase intention. 3.Promotion strategy exerts a positive and significant effect on purchase intention. 4.Perceived ease of use exerts a positive and significant effect on purchase intention. 5.The means scores of brand image, celebrity effect, promotion strategy, perceived ease of use, and purchase intention are significant different for respondent as different sex, education level, and monthly income.