支付機制、支付方式及購物情境對購買意願的影響—以產品涉入為干擾變數

Along with the era of virtual channels, TV/online shopping are getting prosperous recently and consumers’ purchasing patterns have varied vastly. For today’s consumers have opportunities to purchase with different payment mechanism and payment method. The concepts of “Buy before payment” and ” Lump-sum payment or Installment payments” have already influenced our lifestyle. In the meantime, customers who have different product involvement facing different stimulate environment would have different perception and responsiveness. To understand the effects of the payment mechanism (cash/credit card), payment method (lump-sum payment/installment payments) and shopping situation (physical store shopping/ TV shopping/ online shopping) on purchasing intention, and the moderating effect of product involvement (high/low), this study used 2*2*3*2 between-subjects experimental design. The subjects were 240 students of Tatung University. The questionnaires are randomly distributed among subjects. This study finds the following results: The effect of payment mechanism and shopping situation on purchasing intention moderated by the product involvement. Under the high product involvement, purchasing intention of using credit card is higher than cash, under the low product involvement, purchasing intention of using cash is higher than credit card. We also find that under the high product involvement, purchasing intention on TV shopping is higher than online shopping and purchasing intention on online shopping is higher than physical store shopping. Under the low product involvement, purchasing intention on physical store is higher than online shopping and purchasing intention on online shopping is higher than TV shopping