消費者特性與網路使用動機對網路購物之影響研究

Abstract

本研究主要在探討網路使用者之消費者特性、網路使用動機與兩者之交互作用對於網路購買意願的影響。以問卷的方式對網際網使用者進行抽樣調查、收集資料。本研究結果顯示，女性網路使用者之網路購買意願比男性較高，且年輕的消費族群和較高所得的網路使用者也具有較高的網路購買意願。在網路使用動機方面，網路購物和交易安全關心與社會化動機是呈現負相關，即愈重視交易安全和社會化動機愈高者愈不會在網路購物。而資訊動機和經濟動機則和網路購買意願呈現正相關。在消費者特性與網路使用動機之交互作用方面，本研究發現交易安全關心與消費者價格敏感度之交互作用與網路購買意願是呈現正相關，即交易安全關心愈高、消費者價格敏感度愈高時，購買意願會提高。而在交易安全關心與消費者品牌比較傾向之交互作用與網路購買意願是呈現負相關，即交易安全關心愈高、消費者品牌比較傾向愈高時，購買意願反而會下降。

The purpose of this research is to examine the Internet using motivations, consumer characteristic, and the interaction effects between Internet using motivations and consumer characteristic on the effects of online shopping. Therefore, Internet users were used as the target of sampling for data collection by questionnaires. The result of this study indicates that the female are more likely shopping online than male, the younger consumers are more likely shopping online, and the consumers with more personal disposable income have more purchasing intention. In the aspect of Internet using motivations, shopping online is negatively related to transaction-based security and privacy concerns and socialization motivation. But the information motivation and economic motivation are both positive effect on the online shopping. In the aspect of interaction effect between Internet using motivations and consumer characteristic, the interaction effect between transaction-based security and privacy concerns and price sensitivity has a positive effect on the online shopping. But the interaction effect between transaction-based security and privacy concerns and brand comparison inclination has a negative effect on the online shopping.