臺灣博碩士論文加值系統

隨著網路購物的風行，對消費者而言是一種便利購物的管道。而現今網路除了網路商店外，還出現了網路商城的購物平台，其如何滿足消費者的需求與慾望，進而促使消費者選擇於網路商店或網路商城進行網路購物，為本研究重點。本研究透過使用經驗、知覺價格、信任、知覺風險、知覺購物樂趣、促銷價格、互動性、商品、便利性與安全性等十個構面，以及消費者特性來了解影響消費者在購物時選擇網站間的差別。本研究以有使用過網路購物經驗的民眾為抽樣母體，並採用便利的網路抽樣方式發放問卷。所得的資料應用變異數分析方法，實證分析台灣消費者在使用網購交易時，在不同網站上消費者購物行為滿意度的差異因素。

實證結果顯示，消費者認為：(1)網路商店較網路商城具有更便利的購物環境；(2) 網路商城比較網路商店具有較高的互動性。另外，影響消費者選擇在網路商店或商城購物的主要因素分別為知覺價格、促銷價格及便利性。針對消費者特性的分析，得到以下結果：(1)在網路商店購物的女性，其滿意度較男性為高；(2)每月所得介於3～4萬元間，偏好於網路商店購物；而每月所得介於4~5萬元間，則喜好使用網路商城購物；(3)在年齡方面，介於31～40歲較喜好於網路商店購物；(4)而教育程度在高中職以下，喜好運用網路商城購物；大學生則是喜好於網路商店購物；(5)在職業方面，則是軍公教與家管人員偏好使用網路商店購物；而自由業及其他職業者則是偏好使用網路商城購物。

With the prevalence of online shopping, it becomes a convenient shopping channel for consumers. Excepting for the current online shopping channel is store network, there is another online shopping mall platform emerges. This study focuses on investigating how the two channels to provide services for consumers and try to meet consumer’s needs and desires. This research uses ten dimensions (including past experience, perceived price, trust, perceived risk, perceived shopping pleasure, promotion activities, interaction, commodity, convenience and security) and consumers’ characteristics to discover wherher there is a difference between consumers when selecting different online shopping sites. Empirical data are collected from network sampling questionnaires. Analysis of variance (ANOVA) is employed to analysize online shopping consumers’ behavior in Taiwan.

Empirical results show that consumers believe: (1) online stores are more convenient than online shopping malls, and (2) online shopping malls have more interaction with consumers than online stores. In addition, the factors to influence consumers to purchase products from online stores or online shopping malls are perceived price, promotion activities, and convenience. Regarding the analysis of consumers’ characteristics, some conclusions are as follows: (1) when shopping from online stores, female comsumers receive higher satisfaction than male consumers; (2) consumers having monthly incomes ranging from NT 30 to 40 thousand dollars prefer using online stores; but those having montly incomes between NT 40 to 50 thousand dollars prefer shopping from internet shopping malls; (3) in terms of age, 31 to 40 years old consumers comparatively like to buy products from online stores; and (5) in terms of occupation, civil servants and housewives are preferred using internet shops, but free traders are favorable to using internet shopping malls.

謝辭 I
摘要 II
Abstract III
表目錄 VII
圖目錄 IX
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 研究範圍 3
1.4 研究限制 3
1.5 研究流程 4
第二章 文獻回顧 6
2.1 購物的演進 6
2.1.1 郵購 6
2.1.2 電視購物 7
2.2 網路商店 8
2.3 網路商城 9
2.3.1 網路商城起源 9
2.3.2 網路商城定義 10
2.3.3 網路商城種類 10
2.3.4 網路商城優勢 11
2.4 使用經驗 14
2.5 知覺價格 15
2.6 信任 16
2.7 知覺風險 18
2.8 知覺購物樂趣 18
2.9 促銷價格 23
2.10 互動性 27
2.11 商品 30
2.12 便利性 32
2.13 安全性 32
2.14 消費者特性 33
第三章 研究設計 35
3.1 研究架構 35
3.2 研究假說 37
3.3 研究變數 41
3.3.1 使用經驗 41
3.3.2 知覺價格 42
3.3.3 信任 42
3.3.4 知覺風險 42
3.3.5 知覺購物樂趣 43
3.3.6 促銷價格 43
3.3.7 互動性 43
3.3.8 商品 44
3.3.9 便利性 44
3.3.10 安全性 45
3.3.11 消費者特性 46
3.4 資料分析方法 46
第四章 資料分析 47
4.1 資料收集 47
4.2 基本資料敘述性統計分析 47
4.3 信度分析 50
4.4 成對樣本T檢定 50
4.4.1 使用經驗 51
4.4.2 知覺價格 51
4.4.3 信任 52
4.4.4 知覺風險 52
4.4.5 知覺購物樂趣 53
4.4.6 促銷價格 53
4.4.7 互動性 54
4.4.8 商品 54
4.4.9 便利性 55
4.4.10 安全性 55
4.4.11 小結 56
4.5 單因子變異數分析（ANOVA）與區別分析 57
4.5.1 性別 57
4.5.2 所得 60
4.5.3 年齡 64
4.5.4 教育程度 62
4.5.5 職業 65
第五章 結論與建議 67
5.1 結論 67
5.1.1 網路商店與網路商城間消費者行為差異分析 67
5.1.2 消費者使用網路商城與商店購物行為關鍵分析 68
5.1.3 網路購物之消費者差異分析 70
5.2 研究建議 72
5.3 後續研究建議 73
參考文獻 74
一、中文部份 74
二、英文部份 75
附錄一 正式問卷 90

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