The perceived risks would produce when consumers want to purchase, they would use the media to collect product information to reduce the risk. So this study would investigate the difference between the perceived risk and purchase intention in the single media or in the cross-media which is combined by telephone and internet.
In this study, the product is set to shampoo to avoid the impact of product involvement, and the sample focus on people who have used two kinds of phone and Internet media. The study adopts the experimental method which used in the campus of National Sun Yat-sen University. The sample can be divided into 4 groups which included the experimental and control teams; they totally collect 188 valid questionnaires.
The results showed that the cross-media which composed of phone and Internet can reduce the consumer perceived risk, but only one kind cross-media which is ¡§touching the internet after telephone¡¨ can increase the purchase intention. The results would help the company to market, but it should follow one principle which was committed to "reducing the financial risk perception". Besides, this study confirmed that the purchase intention has an opposite correlation to perceived risk in the cross-media and single media again, the conclusion is consistent with the previous studies.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0719110-135904 |
| Date | 19 July 2010 |
| Creators | Ju, Yen-tian |
| Contributors | Shih Yueh-Chun, Yue-shan Chang, Bingchiang Jeng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0719110-135904 |
| Rights | campus_withheld, Copyright information available at source archive |
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