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    Title: 網購商城之知覺價值對購買態度及意圖影響之研究 : 以網購經驗為干擾變數
    Other Titles: Impact of perceive values on the formation of attitude and purchase intention toward online shopping mall : purchase experience as moderator
    Authors: 陳有為;Chen, Yu Wei
    Contributors: 淡江大學國際企業學系碩士班
    張俊惠
    Keywords: 網購商城;網路購物;知覺價值;網購態度;網購意圖;使用經驗;Online Shopping;perceived value;Attitude of Online Shopping;Purchase Intenion of Online Shopping;Purchase Experience as Moderator
    Date: 2013
    Issue Date: 2014-01-23 13:35:50 (UTC+8)
    Abstract: 現今的社會當中,網路對於人們的日常生活來說已經是不可或缺的一項工具,雖然近年來景氣不佳,但是網路購物卻頻頻創出佳績,根據調查顯示2011年虛擬通路的成長路遠遠大於實體通路,網路購物已成為人們重要的購物管道之一。根據Media Today對於台灣網路使用行為的調查顯示,台灣網民透過線上搜尋購物資訊以及網路購物的行為都已高達七成,台灣網路購物行為已趨於成熟;網路購物又隨的科技的進步,新的行動載據的出現(智慧型手機)、新的網路購物的平台(APP Store)以及新的交易付款方式(Paypal),使得台灣消費者網購行為可以更為之方便,以上都可以再再看出網購市場潛力無窮。
    對網購商城經營業者來說,了解台灣網購消費者行為是非常重要的,又因網購是無法直接接觸到商品的,所以對於網購消費者來講,知覺價值顯得格外的重要,而有許學者也認為知覺價值是消費者衡量服務與商品的重要指標。對於瞭解消費者行為的研究上,市場區隔是個重要的概念,對於網路購物來講,不同經驗的購物族群其決策思維也會有所不同,故本研究將去探討知覺價值與不同網購經驗消費者之購物行為,讓網購商城經營業者更瞭解消費者並進一步的建立競爭優勢。本研究目的有三,將深入去探討在台灣網購市場消費者行為
    1.針對台灣消費者,其對網購商城的知覺價值是否會影響其網購商城的態度以及網購意圖 2.針對台灣消費者的網購行為中,知覺價值對於網購行為影響而言,態度是否扮演重要的中介角色。
    3.針台灣網購商城,消費者的網購經驗的是否為一個有效的區隔變數
    問卷回收並經數據資料分析後,本研究結果為:
    1.在台灣網購商城,消費者所持有的知覺價值會對其網購意圖造成影響。
    2.在台灣網購商城,網購態度是網購意圖與網購價值之間的重要中介角色。
    3.針對台灣網購商城,知覺價值對於網購商城態度及網購意圖的影響,會因為不同的網購經驗族群而有所差異
    :
Internet has become an essential part of daily life nowadays. Although the economic of this years is not good, the sales performance from online shopping is still growing up with a stunning speed .Internet shopping is become one of major way to buy goods.
    According to the research of Media Today . the Taiwanese consumer behavior of internet shopping is mature. The new devise for consumer browsing internet; the new method to pay the payment from internet shopping ; the new platform for internet shopping. All of these show that the internet shopping had great potential In Taiwan market.
    For the company of internet shopping mall , Its very important to know the consumer behavior of internet shopping. According to many research , The perceive value is the key index for consumer to measure the products or the services; the segment is a important concept for marketing , many research reveal that the people have different shopping experience ,they will have different decision making process. The research want to find out that the impact of perceive value on the internet consumer behavior of different purchase experience people.
    The research used 74-item measure. SPSS and LISREL, that can be used to assess the e-customer value, attitude, behavior intention and different experience in online shopping environment. Three value dimensions emerged that were termed Hedonic, Unitarian, Social.
    There are three findings from this research:
(1) In Taiwan online shopping market, the consumer perceive value will impact on its purchase intention . company of online shopping should improve e-consumer value.
(2) attitude of online shopping mall is a important mediator between perceive value and intention of online shopping.(3)For the people with different purchase experience ,the impact of perceive value on the internet consumer behavior will be different.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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