時間壓力下消費者於線上購物之品牌商品瀏覽行為

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/26008

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/26008

Title:	時間壓力下消費者於線上購物之品牌商品瀏覽行為 The Consumer Browsing Behaviors for Brand Under Time Pressure on Internet Shopping Website
Authors:	李沅懋 Lee, Yuan-Mao
Contributors:	國際貿易學系
Keywords:	時間壓力眼動儀瀏覽行為名牌商品 time pressure eye-tracking browsing behaviors brand product
Date:	2013-06
Issue Date:	2013-11-07 13:52:36 (UTC+8)
Abstract:	當消費者於線上購物中心頁面瀏覽商品時，將會因感受到購買決策時間壓力而影響其瀏覽品牌商品的行為。本研究執行實驗設計，操弄購買決策時間壓力有無之情境，認為當具有購買決策時間壓力時，消費者會傾向瀏覽品牌知曉程度高的商品；而無購買決策時間壓力時，不論品牌知曉程度高或是低將不會有顯著差異。本研究執行實驗設計，共有106位受試者完整參與研究並受實驗操弄成功。實驗結果顯示，時間壓力下時消費者瀏覽品牌知曉程度高的商品對比品牌知曉程度低的商品達到顯著差異；而無時間壓力下時，兩者則沒有顯著差異。 This research proposes that time pressure will affect consumer about watching brand product when they shopping on internet. This study conducted an experiment with eye-tracking and recruited 106 volunteers. Results reveal that time pressure lead consumers to watch brand product more than un-brand product.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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