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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74282

    Title: 生活型態與風險取向對女性消費者網路代購行為影響之研究
    Other Titles: The impact of female consumers' life style and risk taking on internet agent consuming behaviors
    Authors: 汪海倫;Wang, Hai-Lun
    Contributors: 淡江大學企業管理學系碩士在職專班
    洪英正;楊立人;Hung, Ying-Cheng;Yang, Li-Ren
    Keywords: 網路代購;生活型態;風險取向;服務品質;顧客滿意度;Internet Agent Service;Life Style;Risk Taking;Service Quality;Customer Satisfaction
    Date: 2011
    Issue Date: 2011-12-28 18:20:43 (UTC+8)
    Abstract: 資策會MIC在2010年預測台灣在2011年的網路購物市場希望達到新台幣4,300億元的規模,一年成長率為20%,本研究預期未來將有更多網購業者逐漸從「垂直」朝「水平」發展,因此網路代購市場將益形發達。
    According to a research of Market Intelligence Center,the total gross of online shopping of 2011 is expected to grow 20%, which will reach $420 NT billion. The research also shows, in the future, more interent businesses will expand their scope further to include kinds of different items and the business model will transfer from vertical relationship to horizontal. Therefore it reveals the maturity plentiful picture of interent businesses.
    This study mainly focus on analyzing how the female consumers of different life style and risk taking influence the cognition of their service quality and customer satisfaction. Besides, this study also shows both the current and the possible future trend of female interent agent market.
    This study uses analysis methods include descriptive statistics analysis, reliability analysis, factor analysis, multiple regession and ANOVE(analysis of variance). There are 160 valid questionnaires are collected that based on the variety of life style, risk taking, service quality, customer satisfaction and demognaphic variables. The following are the conclusions:
    1.There is significant impact on the cognition of service quality in interent agent consuming behaviors by female consumers’to risk taking.
    2. There is significant impact on the cognition of customer satisfaction in interent agent consuming behaviors by female consumers’.
    3.There are parlial significant differenes on life style, risk taking, sercive quality and customer satisfaction of female consumters with demognaphic variables.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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