南華大學機構典藏系統:Item 987654321/6390
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/6390


    Title: 網站特性與認知風險對消費者網路購買意圖影響之研究
    Authors: 林秀芬;褚麗絹
    Keywords: 網站特性
    認知風險
    消費者購買意圖
    網路購物
    Date: 2005-12-01
    Issue Date: 2010-12-21 16:31:25 (UTC+8)
    Publisher: 南華大學企業管理系管理科學碩士班
    Abstract: 應用網際網路從事行銷活動，進而獲取競爭優勢，已成為目前企業發展行銷策略必然的趨勢。因此，瞭解那些因素會影響消費者網路購買意圖，是電子商務領域重要的研究議題。本研究擬以297個網路書局消費者為實驗樣本，驗證網站特性（如:網站內容、購物便利性、個人化服務）與認知風險對消費者網路購買意圖的影響。而實證的研究結果指出，網站內容、購物便利性、個人化服務會正向影響消費者網路購買意圖。而認知風險則對消費者網路購買意圖有負向影響。
    Relation: 經營管理論叢特刊
    1期(2005)
    Appears in Collections:[The Journals of Nanhua University ] Operation management reviews (Special Issue)
    [Department of Business Administration, Master/Ph.D Program in Management Sciences] Operation management reviews (Special Issue)

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