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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/95403


    Title: 網際網路上之耐久財消費因素研究:以行動電話購買行為為例
    Other Titles: The Effect of Brand, Service Quality and Security on Internet Purchasing Behavior
    Authors: 曾義明;許嘉恩
    Contributors: 淡江大學國際企業研究所
    Keywords: 網路購物;服務品質;行動電話;品牌態度;消費者行為;因素分析;Internet Shopping;Service Quality;Mobile Phone;Brand Attitude;Consumer Behavior;Factor Analysis
    Date: 2002-03
    Issue Date: 2014-02-12
    Abstract: 本研究依據國內外影響消費者購物行為因素與網路購物相關文獻的探討,經過整理後,決定以品牌、服務品質、與安全性等消費者因素來探討消費者網路購物的接受度。結果發現:消費者在購買耐久性產品時,「有網路購物經驗的消費者」與「沒有網路購物經驗的消費者」在付款過程的安全性、通路選擇多變化傾向、服務品質因素和安全性因素之間有顯著差異。消費者以網路購買耐久性產品時,優良的產品品質、業者提高服務的反應、可靠、保證及關懷程度、各項交易過程中安全的保障、創造通路選擇多樣化的益處和低價商品的策略,均可增加消費者網路購物的接受度。最後,本研究根據研究調查結果,對各項因素之改進提供實務上的建議,期對於購物網站有所助益,而此結果也可供目前經營電子商務的業者,或有意投入電子商務的企業作為擬定行銷策略的參考。
    This research has focus on the development of overall conceptual framework of intent purchase behavior. Over the past, the internet consumer behavior research have received much attention for its unique characteristics. But few researches propose an comprehensive framework for explaining the behavior, our research assert that brand, services quality and security are the three most important indicators for explaining the internet buying behavior, suggestions are proposed for further researches.
    Relation: e世紀的挑戰:國際學術研討會管理組論文集=Proceedings of E-Era Challenge International Academic Conference,頁335-348
    Appears in Collections:[國際企業學系暨研究所] 會議論文

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    網際網路上之耐久財消費因素研究:以行動電話購買行為為例_中文摘要.docx摘要15KbMicrosoft Word48View/Open
    網際網路上之耐久財消費因素研究:以行動電話購買行為為例_英文摘要.docx摘要17KbMicrosoft Word59View/Open

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