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    Title: 網路消費者購買決策之研究
    Other Titles: A study of purchasing decision marking of network consumer
    Authors: 楊孟樺;Yang, Meng-hua
    Contributors: 淡江大學國際貿易學系國際企業學碩士班
    黃志文;Huang, Chih-wen
    Keywords: 網路購物;產品屬性;服務品質;消費者購買決策模式;On-line Shopping;Product Attribute;Service Quality;EKB mode
    Date: 2010
    Issue Date: 2010-09-23 15:50:59 (UTC+8)
    Abstract: 近年來科技發達、電腦普及、網路人口的不斷攀升,網路市場的經濟產值中潛藏巨大商機。網路購物市場上,業者透過網路通路來銷售產品,消費者可搜尋到零時差的產品訊息,而近來網路通路交易安全的提昇及快速交貨等的努力下,使消費者漸漸接受線上購物的消費模式;故本研究希望藉著對台灣網路購物市場之現況分析著手,探究消費者透過網路通路購物之購買決策過程。

    本研究以淡江大學日間部大學生為研究對象,採分層隨機抽樣,回收資料採敘述性統計分析、線性方程模式及單因子變異數分析等分析方法來驗證。

    本研究發現:當網路消費者對產品屬性的商品外觀、價格功能愈能夠被滿足時,愈會影響網路消費者的購買意願。當網路消費者對服務品質、消費問題、交易資訊明確和購物流程,這些都會影響消費者購買決策,會影響網路消費者的購買意願。
    Technological advances in recent years ,and the popularization of computers and Internet .With the growth of Internet users, the economy of the virtual Internet market becomes more worth .The study of Taiwan''s Internet shopping market analysis of the purchasing decision making of network consumer .

    This study chooses students Tamkang University as the research object that use the Stratified Random Sampling. The tools used for further examination are descriptive statistics , one way analysis of variance and LISREL.

    The major findings of this study are :The Network Consumer is satisfied with product attribute of the product''s appearance and the price function, and more will affect the desire of purchasing .The service quality , problems of purchasing , specifically information of purchasing and the process of shopping , all of them will affect the purchasing decision marking and the desire of purchasing of network consumer .
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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