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題名 Channel Selection as a Function of Consumers` Shopping Orientations: A Comparison of the Internet Users in US and Taiwan
其他題名 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
關鍵詞 online marketing;shopping orientations ;channel utilties;internet consumers;cross-group measurement equivalence
日期 2004-01
上傳時間 18-十二月-2008 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
資料類型 article
dc.creator (作者) 郭貞;李海容zh_TW
dc.date (日期) 2004-01en_US
dc.date.accessioned 18-十二月-2008 17:20:36 (UTC+8)-
dc.date.available 18-十二月-2008 17:20:36 (UTC+8)-
dc.date.issued (上傳時間) 18-十二月-2008 17:20:36 (UTC+8)-
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/17716-
dc.description.abstract (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.-
dc.format application/en_US
dc.language enen_US
dc.language en-USen_US
dc.language.iso en_US-
dc.relation (關聯) 廣告學研究, 21, 81-102en_US
dc.subject (關鍵詞) online marketing;shopping orientations ;channel utilties;internet consumers;cross-group measurement equivalence-
dc.title (題名) Channel Selection as a Function of Consumers` Shopping Orientations: A Comparison of the Internet Users in US and Taiwanen_US
dc.title.alternative (其他題名) 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-
dc.type (資料類型) articleen