完整后设资料纪录
DC 栏位语言
dc.contributor.author汤嘉恒en_US
dc.contributor.authorChia-Heng Tangen_US
dc.contributor.author丁 承en_US
dc.contributor.author陈光华en_US
dc.contributor.authorCherng George Dingen_US
dc.contributor.authorQuang-Hua Chenen_US
dc.date.accessioned2014-12-12T02:21:13Z-
dc.date.available2014-12-12T02:21:13Z-
dc.date.issued1998en_US
dc.identifier.urihttp://140.113.39.130/cdrfb3/record/nctu/#NT870457056en_US
dc.identifier.urihttp://hdl.handle.net/11536/64629-
dc.description.abstract由于网路使用量骤增,使得网路购物将成为企业新的经营商场,亦隐含着庞大的商机。然而有过半数的网路使用者将视网路购物环境发展是否健全,而决定是否在网路上进行购物。因此本研究试图瞭解目前台湾消费者对于在网路特性下所发展之网路购物资讯环境所抱持的态度,并探讨影响消费者使用网路购物意愿的因素,期望提供给目前的购物网站及有意发展网路购物的企业在拟定行销策略时的参考依据。
本研究从国内外网路购物现况及相关研究、网路购物资讯环境、消费者购买决策过程理论、涉入理论等文献探讨后,加以整理归纳,提出本研究之操作性研究架构,即探讨消费者之网路购物资讯环境态度、购买涉入、网路使用行为、人口统计变数对网路购物意愿之影响。
本研究以国立大学学生做为调查对象,并以e-mail网路问卷方式收集资料进行实证分析。研究使用的统计方法包括次数分析、相关分析、回归分析及变异数分析。
研究结果主要有下列五点发现:
1. 网路使用者对于目前网路购物资讯环境的态度普遍感到不佳。最差者为网页设计、多媒体效果,其次为个人资料隐私安全上的保障。
2. 对于网路购物意愿高低最具影响力的消费者网路购物资讯环境态度是产品种类及项目资讯丰富性态度,其次为网路商店的信誉态度,第三为是否容易找到产品资讯的态度。
3. 高购买涉入的网路使用者,其网路购物意愿会比低购买涉入的网路使用者要来得高。
4. 网路使用者其网际网路使用年资越久、每周使用网路频率越大、上网越方便则网路购物意愿会越高;而曾经有网路购物经验者亦有较高的网路购物意愿。
5. 男性及持有信用卡之网路使用者,会有较高的网路购物意愿。
zh_TW
dc.description.abstractThe increase use of Internet has derived tremendous potential opportunities thus making the Internet shopping for business. However, more than half of the Internet users will evaluate the development of Internet shopping environment prior to decide whether to proceed with Internet shopping or not. The purpose of the research attempts to understand the current consumer's attitude towards Internet shopping environment based on the given Internet characteristics, as well as to study the reasons for consumers to engage in Internet shopping. This research will be able to offer reference data to today's Internet stores as well as any corporation intending to develop sales strategy regarding Internet shopping.
This research compiled documents such as current foreign and domestic Internet shopping status and relevant researches, Internet shopping information environment, consumer buying decision process theory, and the involvement theory, to construct the operating framework for this research, which is to study the impact of consumer's purchase involvement, Internet usage behavior, attitude towards Internet shopping information environment, and demographic variation, has on Internet shopping intention.
This research used Taiwan national university students as research objects, and utilized questionnaires via e-mail to collect data to proceed with empirical study. The statistical methods incorporated by this research included frequency analysis, correlation analysis, regression analysis and ANOVA., to analyze these data.
The following five points are the main discoveries of this research:
1. Internet users in general are dissatisfied with the current Internet shopping information environment, home page designs and multimedia effects are the worst being, followed by the protection given on private personal information.
2. Product type and item information has the highest impact on the desire to engage in Internet shopping, followed by the creditability of the Internet shore, and the accessibility to product information is the third.
3. Internet users with high purchase involvement have higher Internet shopping desire than Internet users with low purchase involvement.
4. The longer the Internet user has used the Internet, the higher the weekly frequency of use, the more the convenient to the Internet access, the higher the home page designs and multimedia effects intention of engaging in Internet shopping will be. The ones with previous Internet shopping experience also have higher desire for Internet shopping.
5. Male Internet users owing credit cards have higher Internet shopping desire.
en_US
dc.language.isozh_TWen_US
dc.subject网路购物zh_TW
dc.subject态度zh_TW
dc.subject购买涉入zh_TW
dc.subject网路购物意愿zh_TW
dc.subjectINTERNET SHOPPINGen_US
dc.subjectATTITUDEen_US
dc.subjectPURCHASE INVOLVEMENTen_US
dc.subjectINTERNET SHOPPING INTENTIONen_US
dc.title消费者之网路购物资讯环境态度、购买涉入、网路使用行为对网路购物意愿之影响探讨----以国立大学学生为例zh_TW
dc.titleTHE RESEARCH ON THE IMPACT OF CONSUMER'S PURCHASE INVOLVEMENT, INTERNET USE BEHAVIOR, AND THE ATTITUDE TOWARDS INTERNET SHOPPING INFORMATION ENVIRONMENT, HAS ON INTERNET SHOPPING INTENTIONen_US
dc.typeThesisen_US
dc.contributor.department经营管理研究所zh_TW
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