| 摘要: | 隨著全球資訊網的崛起、企業E 化的趨勢以及Intemet 的普及化，不僅改變固著傳統的商業模式、思考模式，更是掀起全世界商務交流活動的熱潮與新契機，如：阿里巴巴集團 （創立於1999）、虛擬貨幣技術再興起（如：比特幣、以太幣），而透過網際網路不但造成許多經濟行為的改變、消費管道的多元，更為企業帶來無限商機與轉機，也讓電子商務再進化。電子商務的生活化已是現代人的生活糧食、每天的必需品，其發展空間非常宏觀，其特性可以運用到廣告、行銷、銷售、交易或是資訊等方面，因此，消費者只要透過網路就能在線上進行購物。 現今，隨著時代潮流的轉變，從傳統的實體購物進化到虛擬購物行為，對於消費者特性及網路購買意願等皆有顯著影響；本研究針對研究者所處的生活地區以有使用網路經驗的消費者為研究對象，探討消費者特性、消費者的網路熟悉度、網購動機、消費者信任與網路購買意願之關連性研究；從各研究構面找出具有相關性的變數，經本研究發現，消費者網路熟悉度的「便利性」對於網購意願有相當解釋能力，為最大決定因素，因「便利性」說明消費者購買意願所訴求的不僅在購物管道、服務、回饋等越便捷及越無時空限制，則網購意願是成正比增加。
With the rise of the global information network, the trend of E-business and the popularity of Internet. It not only changed the traditional business model, thinking mode, but also created a widespread interest in global business activities and new opportunities, such as Alibaba Group (founded in 1999), the booming of virtual currency technology (eg Bitcoin, Ethereum). However, the Internet not only change the economic behavior and diversify consumption channels, but also create more business opportunities. It also allows e-commerce to evolve again. The life of e-commerce has become a soul food and daily necessities for modern people, it has brightening prospects and its features can be applied to advertising, marketing, sales, trading or Information, etc., so consumers can shop online by Internet. Nowadays, with the change of the trend of the times, the evolution from traditional physical shopping to virtual shopping behavior has a significant impact on consumer characteristics and online purchase intention. This study's research object is aimed at the consumers who had experience of Internet on the living area, to explore the relevance of consumer characteristics, consumer network familiarity, online shopping motivation, consumer trust and online purchase willingness. To found out relevant variety aiming at different searching framework the result is that, the convenience of consumers' familiarity with the Internet is the prime determinant and it is an obvious correlative influence on the online shopping wish. the convenience explain that the demand of consumers' online shopping wish that are more convenient and without the limitation of space-time at shipping way, service, feedback. the consumers' online shopping wish is directly proportional. |
