臺灣博碩士論文加值系統

隨著網際網路環境快速成長之際，帶動網路購物蓬勃發展，消費者利用網路購物已成為一種趨勢。目前我國農產品購物網站比比皆是，但未能有效發揮網路對農產品行銷之功能，因此瞭解消費者購買意願為本研究主要目的。本研究以產品涉入、知覺風險及生活型態作為影響消費者網路購買生鮮蔬果意願的因素，採取便利抽樣進行問卷調查，回收的有效問卷共400份。研究結果發現：
1.消費者對網路生鮮蔬果愈為瞭解，會降低消費者心中對上網購買生鮮蔬果的不確定感。
2.消費者對網路生鮮蔬果愈為瞭解，其購買意願會增加。
3.消費者對上網購買生鮮蔬果，心中所產生的不確定感愈少，其購買的意願會增加。
4.不同生活型態族群較有意願上網購買及最有可能上網購買的為「前衛自信型」，最有意願推薦他人購買為「現代居家型」。

With the fast development of the Internet, online shopping has become a trend for consumers. Nowadays there are more and more online stores of Taiwan’s agricultural products; however, they do not enhance the sale of Taiwan’s agricultural goods effectively. The study aims to address some factors, such as Product Involvement, Perceived Risk, and Lifestyle, may influence on Taiwan’s consumers online shopping attitudes and behavior. It was performed through a questionnaire, which was being sent to a selection of people picked at random. The following results are based on the 400 valid questionnaires.
1.The more consumers think they have knowledge about the fruits and vegetables sold in online stores, the more they will reduce the uncertainty in online shopping.
2.The more consumers know about fruits and vegetables which are sold in online stores, the more they will feel comfortable shopping in online stores.
3.Consumers are more likely to purchase the online fruits and vegetables when they can reduce uncertainty in online environments.
4.Of all the people who have different lifestyles, Avant-Garde lifestyle people mostly like to shop online and Modern-Home lifestyle people are willing to recommend others to buy.

摘要 i
Abstract ii
謝誌 iv
目錄 v
圖表索引 vii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第四節 研究流程 3
第貳章 文獻探討 5
第一節 產品涉入 5
第二節 知覺風險 11
第三節 購買意願 16
第四節 各構面之間影響效果的相關研究 17
第五節 生活型態 19
第六節 生鮮蔬果網路行銷之現況 23
第參章 研究方法 25
第一節 研究架構與假設 25
第二節 研究變數操作性定義與衡量 26
第三節 問卷設計 29
第四節 抽樣設計 33
第五節 資料分析方法 34
第肆章 實證分析 37
第一節 基本資料分析 37
第二節 量表之信度與效度分析 39
第三節 產品涉入、知覺風險、購買意願之相關分析 39
第四節 產品涉入、知覺風險、購買意願之路徑分析 40
第五節 生活型態之因素分析 42
第六節 不同生活型態之集群分析 48
第七節 不同生活型態之差異分析 51
第八節 研究假設之驗證結果 51
第伍章 結論與建議 53
第一節 結論 53
第二節 研究建議 56
第三節 研究限制及後續研究建議 57
參考文獻 58
附錄 68
作者簡介 72

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三、 網路
黃秋香，2009，食品無店舖通路之發展現況（3）－網路購物，ITIS產業評析報告，取自http://www.itis.org.tw。