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研究生:林武德
研究生(外文):wu-te Lin
論文名稱:網路購物意願影響因素之研究-以北京、台北在職班學生為例
論文名稱(外文):A Study of the Variables of Internet shopping behavior - An Example of students on the job in BEIJING and TAIPEI
指導教授:宋鎧宋鎧引用關係
指導教授(外文):kai Sung
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:113
中文關鍵詞:計劃行為理論產品種類網路購物購物意願網際網路
外文關鍵詞:Theory of Planned BehaviorProduct CategoryInternet shopping
相關次數:
  • 被引用被引用:13
  • 點閱點閱:1355
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
網路購物是成長速度最快的購物形式之一,銷售成長率比傳統零售業購買來的快速(Levy and Weitz, 2001)。在美國企業對顧客(Business to Customer, B2C)電子商務的網路銷售從1998年到1999間成長了120% (Boston Consulting Group, 2000)。中國互聯網資訊中心(CNNIC)的調查指出,2001年年底中國上網人口己從1999年年底的890萬迅速增加到3,370萬,上網人口數量的迅速增加使中國成了最具發展潛力的市場之一。這些龐大的商機使得相關業者相繼投入此一新興的電子商務市場。但是隨著2001年全球網際網路的快速泡沫化,相關的問題一一浮現,顯示網站經營仍有釵h瓶頸尚待克服,因此,在探討任何經營模式之前,瞭解消費者採用網際網路購物的原因,為最首要任務。
根據文獻探討,本研究先從消費者的角度,整理文獻並歸納出影響消費者採用網路購物的因素。再依據「計劃行為理論」,做為解釋與預測消費者採用網路購物的行為理論基礎。探討「態度」、「主觀規範」和「知覺行為控制」,對消費者「網路購物意願」的影響。最後,加入「產品種類」、「網路購物經驗」因素,並探討兩岸消費者採用網路購物因素的異同之處。研究結果發現,「態度」、「主觀規範」對網路購物意願確實有所影響,但是「知覺行為控制」對網路購物意願的影響較不顯著。另外,結果也發現影響兩岸不同地區消費者採用網路購物行為的因素的確不同。
According to literature and “Theory of Planned Behavior,” the research try to find the relationship between “Attitude,” “Norm Subjective,” “Perceived Behavior Control,” “Product Category,” “Internet shopping experience,” and “Internet shopping intention.” Research discover “Attitude,” “Norm Subjective,” really effect “Internet shopping intention.” But “Perceived Behavior Control,” didn’t. and these factors did really effect consumers in the different areas.
目錄V
表目錄VII
圖目錄VIII
式目錄IX
第一章 緒論1
第一節 研究背景與動機2
第二節 研究目的4
第三節 預期貢獻5
第四節 研究程序5
第二章 文獻探討7
第一節 電子商務與網路媒體行銷7
第二節 計畫行為理論15
第三節 產品種類23
第四節 網路購物經驗29
第五節 兩岸比較研究31
第三章 研究方法33
第一節 研究架構33
第二節 研究假說34
第三節 變數定義與操作化41
第四節 問卷設計44
第五節 研究設計45
第六節 資料分析方法47
第四章 資料分析49
第一節 前測的分析結果49
第二節 問卷回收51
第三節 樣本基本特性分析52
第四節 問卷量表之效度檢定55
第五節 問卷量表之信度檢定57
第六節 假說檢定58
第五章 結論與建議74
第一節 研究結論74
第二節 研究建議77
第三節 研究限制79
第四節 未來研究方向80
參考文獻82
中文部分82
英文部分83
附錄一、前測問卷91
附錄二、正式問卷98
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