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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87312

    Title: 臺灣網購市場消費行為之研究 : 整合TAM與TRA Model之觀點
    Other Titles: Integrating TAM and TRA model to discuss the on-line shopping consumer behavior in Taiwan
    台灣網購市場消費行為之研究 : 整合TAM與TRA Model之觀點
    Authors: 劉香君;Liu, Hsiang-Chun
    Contributors: 淡江大學國際企業學系碩士在職專班
    張俊惠;Chang, Chun-Hui
    Keywords: 網路購物;網購;科技接受模式;理性行為理論;知覺易用性;知覺有用性;社會性規範;On line shopping;TAM;Perceived Ease of Use;Perceived Usefulness;TRA;Subjective Norms
    Date: 2012
    Issue Date: 2013-04-13 10:57:00 (UTC+8)
    Abstract: 資策會產業情報所(MIC)指出隨著網路環境的成熟及線上購物行為日趨普及,台灣網購市場規模每年至少呈現20%以上的高度成長,經濟部商業司更預測,台灣網購市場產值在2015年將達1兆台幣,在在顯現網購市場是值得關注的市場。

    According to Market Intelligence & Consulting Institute (MIC), the gradual popularity of the Internet and on-line shopping causes Taiwan’s online shopping market to grow by 20% annually. Moreover, the Dept. of Commerce, Ministry of Economic Affairs predicts that the yield of Taiwan’s on-line shopping market will be up to NTD 1 trillion in 2015. Apparently, online shopping market is worth studying in every way.
    If a manager of e-Commerce website intends to be successful in the market, it is necessary for this individual to comprehend the key factors to increasing consumers’ use of online shopping. In other words, the understanding of consumers’ online shopping behavior will benefit the corporations and improve their competitiveness in the market. Therefore, this study is aimed at discussing the following three issues:
    1.How does the perceived ease of use of online shopping and the perceived usefulness affect consumers’ attitude toward online shopping respectively?
    2.How does consumers’ attitude toward online shopping affect their behavioral intention of online shopping?
    3.How does subjective norms affect consumers’ attitude toward online shopping and their behavioral intention of online shopping?

    After analyzing the data collected through questionnaire survey, this study concludes its results as follows:
    1.In Taiwan’s online shopping market, both the perceived ease of use and the perceived usefulness of online shopping have a significant impact on consumers’ attitude toward online shopping.
    2.In Taiwan’s online shopping market, consumers’ attitude toward online shopping has a positive and significant impact on their behavioral intention.
    3.To consumers on the island, subjective norms have a positive impact on consumers’ attitude toward online shopping and their behavioral intention.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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