南華大學機構典藏系統:Item 987654321/18325
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    題名: 網路消費者購物因素之探討
    其他題名: A STUDY ON THE INFLUENTIAL FACTORS OF ON-LINE SHOPPING
    作者: 蔡孟龍
    Tsai, Meng-lung
    貢獻者: 企業管理系管理科學碩博士班
    郭東昇
    Tung-sheng Kuo
    關鍵詞: 產品特性;商店形象;知覺愉悅;網站特性
    Perceived Playfulness;Store Image;Product Characteristics;Website Characteristics
    日期: 2011
    上傳時間: 2015-01-20 14:12:44 (UTC+8)
    摘要: 　　隨著網際網路使用人口增加及科技的進步，企業應用網路行銷日益普及，消費者也越來越能接受網路購物的觀念，因此如何利用全球資訊提昇本身競爭優勢把握這塊廣大市場，則是企業未來在網路發展所必須深思的問題。本研究主要目的在探討影響消費者網路購物行為之因素。影響因素包括(網站特性、產品特性、商店形象、知覺愉悅)，根據以上因素來探討消費者屬性變項對各變數間影響之差異性。以台灣地區有上網經驗的消費者為研究對象進行問卷調查，總計回收有效問卷有502 份，再以此樣本進行效度與信度分析。運用T檢定、單因子變異數分析來探討不同的消費者屬性在網站特性、產品特性、商店形象、知覺愉悅上是否有顯著差異。　　　研究結果發現：性別與婚姻對網站特性存在顯著差異，性別和上網次數及上網時數對產品特性存在顯著差異，年齡對商店形象存在顯著的差異，性別和所得、上網次數、上網時數及網購經驗對知覺愉悅存在顯著差異。
    　　As the number of Internet users increases and the Internet technology develops rapidly, companies start to apply the Internet to marketing and customers begin to accept the concept of online shopping. Therefore, how to utilize the global information to grasp this vast market will be the top priority for enterprises. With the aim of investigating the possible factors that affect customer’s intention of online shopping, the study classifies the influencing factors of online shopping behavior into four categories, including website characteristics, product characteristics, store image and perceived playfulness. The differences between demographic variables and those factors are then discussed. By questionnaire survey on online shopping experiences of customers in Taiwan, the research intends to conduct validity and reliability analysis on the 502 data collected. Moreover, T-test and One-way ANOVA analysis are applied to examine whether demographic variables have significant influences on website characteristics, product characteristics, store image, and perceived playfulness.　　　The research results are as follows:1. A significant difference is found between gender and marital status and website characteristics.2. A significant difference is found between gender, frequency of Internet use, and Internet access hours and product characteristics.3. A significant difference is found between age and store image.4. A significant difference is found between gender, income, frequency of Internet use, Internet access hours, and online shopping experiences and perceived playfulness.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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