臺灣博碩士論文加值系統

　　隨著網際網路與電子商務平台之間的發展，漸漸改變了許多消費者的消費習慣，消費選擇不再侷限於一般實體店面，從傳統經營購物平台的業者，到電視購物業者、零售業者，甚至電信業者，皆開始積極拓展網路購物的事業版圖。而隨著網際網路的普及，目前我國經常上網人口已達1,088萬人，另根據創市際市場研究顧問公司所公布之「研究案例:網路購物與購物商品篇」中顯示，超過90%之受訪者曾經使用過網路購物，其餘未使用過網路購物之受訪者亦有59.5%表示未來會「增加至網路購物的頻率」。據資策會(MIC)所公布之資料，我國2011年的電子商務市場可望達到新臺幣4,300億元，較2010年將可望成長20%。基於此，國內外亦不乏學者以各種角度深入研究，其中生活型態是站在消費者的角度進行探討且從消費者心理層面研究，因此更能貼近消費者，進一步探討消費者對於網路購物意願考慮之生活型態因素為何？並結合人口統計變數，試圖探討不同生活型態之消費者對於網路購物意願是否有差異。
本研究以問卷發放方式進行資料蒐集，並以因素分析、集群分析、卡方分析及迴歸分析進一步進行資料分析與解釋，然生活型態包含甚廣，經萃取後本研究所定義之生活型態濃縮為以下六項，包含「重視資訊」、「網路物流的方便性」、「重視網路安全」、「流行傾向」、「購物便利的重要性」及「購物衝動」，其中研究結果顯示又以「重視資訊」和「網路物流的方便性」兩項最為重要；另外，在人口統計變數上，考量本研究之特性，因此僅以「性別」、「年齡」、「教育程度」及「所得」四項作為變數，其中研究結果顯示又以「性別」與「教育程度」對於網路購物意願有顯著影響。就「性別」而言，女性較男性而言更有意願使用網路購物；就「教育程度」而言，教育程度越高使用網路購物意願越高。

With the development of the Internet and e-commerce platform, it gradually changed the spending habits of many consumers. Consumers'' choices no longer limited to the physical stores, shopping platform including the traditional business operators, the TV shopping industry and retail business, they all began to expand the territory of the on-line shopping careers.
　The Internet access population has reached ten million, eight hundred and eighty thousands people with the popularity of the Internet. According to market research study reported that more than 90% of respondents had used on-line shopping, and the remaining unused on-line shopping respondents were also 59.5% would increase the frequency of on-line shopping. On the other hand, according to information published by the Market Intelligence and Consulting Institute (MIC), in 2011 e-commerce market is expected to reach NT$ four hundred thirty billion, and it grow by 20% compared to 2010.
　Based on this, in this study lifestyle is on the consumers'' point and studied from view of the consumers'' psychology, so more close to the consumers. And further, this study is to segment the on-line shopping consumers to lifestyle variables of various users. To explore what lifestyle factors considered for the on-line shopping consumers. We will by demographic variables to test significant differences on different lifestyle’s consumers to on-line shopping intention.
　In this study we use questionnaires to collect data. And then we use factor analysis, cluster analysis, chi-square test and regression to data analysis. The results showed that on-line shopping and lifestyle factors considered, including "Importance of information", "Internet logistics", "Importance of network security","Epidemic-prone", "Importance of shopping convenience "and "Shopping impulsion." Especially on "Importance of information" and " Internet logistics."
　In demographic variables, it displayed significant differences in "gender" and in "education background" on on-line shopping intention. In "gender", compared to men, women are more willing to use the on-line shopping. In "education background", the higher the education background the more willing to use on-line shopping.

第1章、緒論................................................................................................................ 1
1.1研究背景.......................................................................................................... 1
1.2研究動機.......................................................................................................... 2
1.3研究目的.......................................................................................................... 3
1.4研究架構.......................................................................................................... 4
第2章、文獻探討:研究概念的建立 ................................................................... 5
2.1網路購物.......................................................................................................... 5
2.2消費者行為...................................................................................................... 9
2.3研究模型及假說 ....................................................................................... 20
2.4本章小結 ..................................................................................................... 24
第3章、研究方法...................................................................................................... 25
3.1問卷設計與前測 ....................................................................................... 25
3.2抽樣調查 ..................................................................................................... 29
3.3構面信度與效度分析 .............................................................................. 30
3.4本章小結 ..................................................................................................... 35
第4章、資料分析與討論.......................................................................................... 36
4.1敘述性統計分析 ....................................................................................... 36
4.2集群分析 ..................................................................................................... 38
4.3相關分析及共線性檢測 .......................................................................... 41
4.4假說關係檢定 ............................................................................................ 44
4.5本章小結 ..................................................................................................... 52
第5章、結論與建議.................................................................................................. 53
5.1研究結論及建議 ....................................................................................... 53
5.2研究限制 ..................................................................................................... 55
5.3研究貢獻 ..................................................................................................... 56
5.4未來研究方向 ............................................................................................ 57
參考文獻...................................................................................................................... 59
附錄.............................................................................................................................. 64

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