臺灣博碩士論文加值系統

隨著經濟成長，國民所得大幅提高，國人消費習慣亦跟著改變，上網購物會隨著網路使用的普及化而成為一個趨勢。線上購物對大部份的消費者來說，是一種全然不同的消費經驗，它提供了一種快速、便利、符合現代人生活型態的新消費方式。然而網路商店仍無法取代傳統購物所產生的社會經驗，如討價還價之社交接觸。且國人的消費習慣仍偏向「眼見為憑」，加上一般大眾對網路安全性的疑慮等因素，造成大多數民眾裹足不前。由此可見一般消費者對此種新興購物方式的接受度和信任度仍顯不足。本研究針對網路購物環境及網路商店經營方式探討網路使用者之購物意願，以了解消費者上網購物的類型及目的，並找出影響消費者採行線上購物之其它主觀考量因素，期望能有助於網路商家進行市場區隔及擬定網路行銷策略。
本研究以網路問卷的方式進行調查。問卷內容計有網路購物環境、網路商店經營方式、線上購物經驗、不願採行線上購物的因素及受訪者背景資料等五個構面。經於各知名網路搜尋站台及BBS張貼公告進行問卷回收的一個月期間，共計回收617份有效問卷，其中男性有410人，佔66.5%，女性有207人，佔33.5%。在進行統計檢定及驗証後，結果顯示男性的購物意願明顯地比女性來得高，且曾使用過線上購物的人明顯地比未曾用過的人有較高的購物意願。在影響線上購物意願的因素上，多數消費者認為在網路上以信用卡購物並不安全，且網路商店內的商品說明不夠詳細、手續繁雜及售後服務也會影響其購物意願。而若網路商店能提供一般商店不易購得的商品，將有助於消費者產生較高的購物意願。

Due to a rapid expansion of commercial usage on the Internet, on-line business is showing its growing potential and economic benefit on business competition. On-line shopping is a totally new consuming experience for most people. However, though fast and convenient comparing to traditional shopping, social contacts, such as bargaining, are not provided during the process of on-line shopping. Moreover, stereotyped consuming behavior of "seeing is believing" and concerns on Internet security may also be obstacles for many consumers to shop on-line. Through investigating WWW users'' expectation on shopping environment and business running style of on-line
companies, this study examined influencing factors for users to adopt on-line shopping. Factors causing users to avoid on-line shopping are also of great interest. Enterprises doing Internet business may find the results of this study useful in their marketing analysis and planning.
A web-based questionnaire was employed. Items were grouped into five sections in the questionnaire: on-line shopping environment, on-line business running style, on-line shopping experience, reasons avoid shopping on-line and demographic information. A total of 617 questionnaire was collected, 410
males and 207 females. The results indicated that male subjects were higher motivated to shop on-line than their female counterparts. Subjects with on-line shopping experience were found to have significantly higher motivation to shop on-line than those without such experience. Security problem of using credit card for payment via Internet still is the most concerns for many subjects. Provision of detail information regarding
product description and procedures for making order, as well as a comprehensive after-sell service may largely encourage web users adopting on-line shopping. Having exceptional items that could only be found on Internet-based shopping place may also attract web users to shop on-line.