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    Title: 不同類型產品之網路瀏覽行為研究 : 以虛擬線上購物網站為例
    Other Titles: A study on internet information browsing behavior of consumers under different product types : an example of virtual online shopping website
    Authors: 王威元;Wang, Wei-Yuan
    Contributors: 淡江大學國際企業學系碩士班
    曾義明
    Keywords: 資訊搜尋;瀏覽行為;情感性商品;功能性商品;Information Search;Browsing Behavior;Emotional Goods;Functional Goods
    Date: 2011
    Issue Date: 2011-12-28 17:49:25 (UTC+8)
    Abstract: 本研究架設一線上購物網站平台為實證研究,運用資料探勘技術的概念去萃取消費者瀏覽數據,從中分析數據,探究不同商品類型的瀏覽行為構面,特別是瀏覽時間和造訪頁數多寡是否會因為不同產品類型 (功能性商品與情感性商品)而有所差異。

    本研究採便利抽樣,以淡江大學學生與周遭認識朋友為研究對象,受測者採桌用電腦或平板電腦操作形式進行網站瀏覽。總共收集實際有效資料筆數75筆,利用單因子變異數分析來比較不同商品類型的差異。

    研究結果顯示:在瀏覽行為上,瀏覽不同商品類型並無顯著差異。而瀏覽資訊內容頁面上,發現圖片展示所代表的經驗仿效項目方面,情感性商品瀏覽時間長於功能性商品。
    The study is an online shopping website for empirical examination, has used data mining to extract and analyze consumers browsing data. The study aims to examine the relationships between different product types and browsing behavior, especially time and pageview within different product types (emotional goods and functional goods) show obvious diversity.

    The study used convenience sampling to Tamkang University students and my friends , Subjects were to browse the website using a computer or Tablet PC operation. Totally 75 valid questionnaires are distributed, the use of single-factor analysis of variance to compare differences between different types of goods.

    The results showed that: browsing behavior of consumers under different product types there was no significant difference. The contents of browse information on the page and found the experience simulation represented by images show emotional goods browsing time longer than functional goods.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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