臺灣博碩士論文加值系統

　　隨著網際網路使用人口增加及科技的進步，企業應用網路行銷日益普及，消費者也越來越能接受網路購物的觀念，因此如何利用全球資訊提昇本身競爭優勢把握這塊廣大市場，則是企業未來在網路發展所必須深思的問題。本研究主要目的在探討影響消費者網路購物行為之因素。影響因素包括(網站特性、產品特性、商店形象、知覺愉悅)，根據以上因素來探討消費者屬性變項對各變數間影響之差異性。以台灣地區有上網經驗的消費者為研究對象進行問卷調查，總計回收有效問卷有502 份，再以此樣本進行效度與信度分析。運用T檢定、單因子變異數分析來探討不同的消費者屬性在網站特性、產品特性、商店形象、知覺愉悅上是否有顯著差異。
　
　　研究結果發現：性別與婚姻對網站特性存在顯著差異，性別和上網次數及上網時數對產品特性存在顯著差異，年齡對商店形象存在顯著的差異，性別和所得、上網次數、上網時數及網購經驗對知覺愉悅存在顯著差異。

　　As the number of Internet users increases and the Internet technology develops rapidly, companies start to apply the Internet to marketing and customers begin to accept the concept of online shopping. Therefore, how to utilize the global information to grasp this vast market will be the top priority for enterprises. With the aim of investigating the possible factors that affect customer’s intention of online shopping, the study classifies the influencing factors of online shopping behavior into four categories, including website characteristics, product characteristics, store image and perceived playfulness. The differences between demographic variables and those factors are then discussed. By questionnaire survey on online shopping experiences of customers in Taiwan, the research intends to conduct validity and reliability analysis on the 502 data collected. Moreover, T-test and One-way ANOVA analysis are applied to examine whether demographic variables have significant influences on website characteristics, product characteristics, store image, and perceived playfulness.
　
　　The research results are as follows:
1. A significant difference is found between gender and marital status and website characteristics.
2. A significant difference is found between gender, frequency of Internet use, and Internet access hours and product characteristics.
3. A significant difference is found between age and store image.
4. A significant difference is found between gender, income, frequency of Internet use, Internet access hours, and online shopping experiences and perceived playfulness.

中文摘要　i
英文摘要　ii
目 錄　iv
表 目 錄　vi
圖 目 錄　vii
　
第一章 緒論　1
1.1 研究背景與動機　1
1.2 研究目的　2
1.3 研究流程　3
　
第二章 文獻探討　7
2.1 網站特性　7
2.2 產品特性　9
2.3 商店形象　10
2.4 知覺愉悅　11
　
第三章 研究設計　15
3.1 研究架構與假設　15
3.2 操作型定義　16
3.2.1 網站特性操作型定義　17
3.2.2 產品特性操作型定義　17
3.2.3 商店形象操作型定義　18
3.2.4 知覺愉悅操作型定義　19
3.3 問卷設計與發放　19
　
第四章 實證分析與結果　24
4.1 敘述性統計分析　24
4.1.1 消費者屬性變項　24
4.1.2 消費者網路使用經驗　25
4.2 效度與信度分析　28
4.2.1 信度分析　28
4.2.2 效度分析　29
4.3 各研究構面間之相關分析　34
4.4 差異性分析　35
4.4.1 消費者屬性變項與網站特性差異性分析　35
4.4.2 消費者屬性變項與產品特性差異性分析　39
4.4.3 消費者屬性變項與商店形象差異性分析　43
4.4.4 消費者屬性變項與知覺愉悅差異性分析　47
　
第五章 結論與建議　52
5.1 研究結果與發現　52
5.2 研究假設之驗證　53
5.3 管理意涵　53
5.4 研究限制　55
5.5 研究建議　56
　
參考文獻　57
一、中文部分　57
二、英文部分　58
　
附錄1 前測問卷　61
附錄2 正式問卷　66
個人簡歷　70

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