政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/17716

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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/17716

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题名:	Channel Selection as a Function of Consumers` Shopping Orientations: A Comparison of the Internet Users in US and Taiwan
其它题名:	消費者購物傾向對其選擇網際網路、型錄、與零售商店做為訊息與購買管道之影響-台灣與美國之比較
作者:	郭貞;李海容
关键词:	online marketing;shopping orientations;channel utilties;internet consumers;cross-group measurement equivalence
日期:	2004-01
上传时间:	2008-12-18 17:20:36 (UTC+8)
摘要:	Through on-line surveys, information 1060 American and 909 Taiwanese internet users were collected and analyzed with a view to comparing their channel selection behavior in shopping for a variety of products/services. Individual demographic factors (i.e., gender, age, and education) and their shopping orientations were used as the predictors of their use of the Web,catalogs,and retail stores for product information as well as for product purchase venues. Retail store was still the predominant marketing channel for many product categories;however,the Web emerged as the top choice for a few digital products and the second choice for a digital goods. Catalog was the lagging behind one though it has been existing in marketplace longer than the Web.Results from multiple regression analyses indicated that individual`s acquaintance with a particular channel was strong predictors of the frequency of the channel usage. Meanwhile, shopping orientations, such as, convenience, experiential (pre-purchase inspection) and selective shopping showed significant impacts on the use of the Web and of catalogs respectively.
關聯:	廣告學研究, 21, 81-102
数据类型:	article
显示于类别:	[廣告學系] 期刊論文

文件中的档案:

档案	描述	大小	格式	浏览次数
Channel Selection.pdf		531Kb	Adobe PDF2	2000	检视/开启

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