臺灣博碩士論文加值系統

科技通訊的發達已改變了以往的消費行為，由實體商店到虛擬商店，網際網路購物市場快速成長，每年營業成長有近兩位數，近年來政府更致力於農產品來源的推動，但卻很少有生鮮蔬果食品在網路上購買的相關訊息，因此有必要研究調查消費者上網購買與查詢生鮮蔬果食品銷售相關購物考量動機、服務品質、網路使用經驗進行探討。
本研究以消費者在網際網路購買生鮮蔬果的意願為基礎，探索消費者購買行為特性傾向的關係，讓未來有意願建立生鮮蔬果食品網際網路的企業，了解市場區隔、目標市場、市場定位進行產品、價格、促銷、通路及顧客關係的維繫管理探討出最佳的方案。
本研究調查期間為2017年3月31日至4月15日，為期16天；以Google網路問卷調查，利用所蒐集的253份資料，透過因素分析、信度分析、單因子變異數分析、迴歸分析等方法進行分析，探討生鮮蔬果在網路上購買意願的影響。
研究結果發現，消費者購買動機會影響消費者的購買意願，購買動機中的娛樂性需求與便利性需求亦會影響消費者的購買意願；服務品質會影響消費者的購買意願，服務品質中的有形物與同理心亦會影響消費者的購買意願。

The development of Science and Technology has changed the consumer behavior, from physical store to virtual store, the Internet shopping market is growing so fast that Annual business growth number are nearly two digits. In recent years, the government has been more committed to the promotion of agricultural products. But there is few information about fresh fruits and vegetables on the Internet for consumers, it is necessary to study the consumer online shopping and check the sale of fresh fruits and vegetables related to shopping purchase motive、service quality and network experience.
Based on the willingness of consumers to buy fresh fruits and vegetables on the Internet, this study explores the relationship between consumers' purchasing behavioral tendencies and the willingness to establish a network of fresh fruits and vegetables in the future, to understand market segmentation、 market targeting, market positioning the product、price、promotion、place and customer relationship management to explore the best solution.
The survey period was from March 31 to April 15, 2017, and was carried out for 16 days. Using the Google web survey, the 253 data collected were analyzed by factor analysis, reliability analysis, single factor analysis, Regression analysis and other methods to analyze the impact of fresh fruits and vegetables on the Internet to buy the intention.
The results of the study found that consumer purchase motive will affect the purchase intention of consumers, purchase motives in the entertainment needs and convenience needs will also affect the consumer's willingness to purchase; service quality will affect the consumer's willingness to purchase, service quality Tangibles and Empathy will also affect the consumer's willingness to purchase.

中文摘要　 -------------------------------------------------- i
英文摘要 -------------------------------------------------- ii
誌謝 -------------------------------------------------- iv
目錄 -------------------------------------------------- v
表目錄 -------------------------------------------------- vii　
圖目錄 -------------------------------------------------- ix
第壹章 緒論----------------------------------- -------------- 1
第一節 研究背景---------------------------------------------- 1
第二節 研究動機---------------------------------------------- 1
第三節 研究目的---------------------------------------------- 3
第四節 研究流程---------------------------------------------- 4
第貳章 文獻回顧---------------------------------------------- 5
第一節 網路購物定義------------------------------------------- 5
第二節 消費者網路購物動機------------------------------------- 6
第三節 服務品質---------------------------------------------- 10
第四節 網路使用經驗------------------------------------------ 11
第五節 購買意願---------------------------------------------- 12
第參章 研究方法---------------------------------------------- 15
第一節 研究架構---------------------------------------------- 15
第二節 研究假設---------------------------------------------- 16
第三節 研究變數與操作性定義----------------------------------- 17
第四節 問卷設計與前測---------------------------------------- 20
第五節 資料分析方法------------------------------------------ 23
第肆章 資料分析與結果---------------------------------------- 24
第一節 樣本資料描述性分析------------------------------------ 24
第二節 信、效度分析----------------------------------------- 28
第三節 各構面敘述性統計分析---------------------------------- 30
第四節 人口統計變項構面統計分析------------------------------ 32
第五節 構面之間相關與迴歸分析-------------------------------- 38
第伍章 結論與建議------------------------------------------- 40
第一節 研究結論--------------------------------------------- 40
第二節 研究意涵--------------------------------------------- 42
第三節 研究限制--------------------------------------------- 44
第四節 後續研究方向----------------------------------------- 44
參考文獻----------------------------------------------------- 45
附件一------------------------------------------------------- 51

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