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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102450

    Title: 科技接受模型與涉入程度對購物意願影響之研究 : 以兩岸消費者購買淘寶網為例
    Other Titles: Applying the technology acceptance model and involvement to investigate cross-strait consumers' online shopping experience : a case study of Taobao.com
    Authors: 蔡芳旻;Tsai, Fang-Min
    Contributors: 淡江大學大眾傳播學系碩士班
    陳玉鈴;Chen, Yulin
    Keywords: 科技接受模型;網路涉入;購物意願;兩岸消費者;淘寶網;Technology Acceptance Model (TAM);Involvement;Purchase Intention;Cross-strait consumers;Taobao
    Date: 2014
    Issue Date: 2015-05-04 09:56:09 (UTC+8)
    Abstract: 行動裝置科技的轉變,讓消費者從固定一個定點瀏覽網路資訊到隨時隨地觀看網路訊息,電子商務與購物網站的轉型與發展,成為學者、企業和政府所關心的對象,本論文針對中國淘寶網在過去電腦與今日手機開發、APP軟體的發展比較,並針對使用淘寶網的兩岸消費者,運用PC電腦、手機以及APP的科技知覺模型量表進行消費者習慣分析,消費者人口背景的統計與涉入程度對購買意願的影響。
    Technological change in the mobile device , allowing consumers to watch Internet message anywhere from one fixed point to browse the network information , transformation and development of e-commerce and shopping sites , become the object of academics, business and government are concerned , this thesis China Taobao in the past development of computers and mobile phones today , more APP software development , and for the use of consumers on both sides of Taobao , the use of PC computers, mobile phones and APP technology consumer habits perception scale model analysis , the consumer population Statistics and involvement on purchase intention background .

    This study used questionnaires network with Internet questionnaire randomly selected sample of 412 consumers , through statistical methods for data analysis , the study results : 1 , consumers living in China for Taobao Technology Acceptance Model , involvement, purchase intention will be greater than the residence of consumers in Taiwan ; 2 , female consumers Taobao technology acceptance model , involvement , shopping willingness to be larger than male consumers ; 3, using the Taobao network perceptual model of consumer technology to the extent of 45-54 obvious use , which Taobao network and improve the perception of interesting Taobao consumer involvement can raise consumer purchase intention ; 4, using the Amoy consumer Mobile Technology Po perception model to the extent of 45-54 obvious use Taobao perceived usefulness of mobile phones , mobile phone Taobao perceived involvement interesting and increase consumer Taobao can improve 5 , using APP technology Taobao consumer perception model to the extent of 45-54 obvious use , perceived ease of use APP Taobao , Taobao APP perceived willingness to use and improve ; consumers'' purchase intention Taobao consumer involvement can improve consumers'' purchase intention ; 6 , aged 45-54 years consumers have significant differences in the use Taobao Taobao shopping involvement and willingness ; 7 , Taobao web pages , phone model and APP technology perception and Involvement has a positive effect on purchase intention .
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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