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研究生:安迪
研究生(外文):Alok gupta
論文名稱:Influential Factors of the Buyer Decision Process Model in Business-to-Customer (B2C) E-commerce: An Empirical Study of Taiwan Jewelry Market
論文名稱(外文):Influential Factors of the Buyer Decision Process Model in Business-to-Customer (B2C) E-commerce: An Empirical Study of Taiwan Jewelry Market
指導教授:林谷合林谷合引用關係謝昌隆謝昌隆引用關係
指導教授(外文):Lin Ku-HoChang-Lung Hsieh
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:96
語文別:英文
論文頁數:73
中文關鍵詞:marketing
外文關鍵詞:marketing
相關次數:
  • 被引用被引用:0
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The purpose of this study is to identify the critical factors involved in each stage of the buyer decision process model, developed by Kotler and Armstrong (1997).This study relates to online retail shopping of jewelry in Taiwan.
The study attempts to identify the critical factors behind the motive of shopping jewellery online. As we all know that buyer decision process model consist of five stages, these are (i) Need recognition; (ii) Information search; (iii) Alternatives evaluation; (iv) Purchase decision; and (v) Post – Purchase decision.
Based on Kotler and Armstrong (1997) buyer decision process model, five
research questions has been adapted to find out the online shopping behavior in Taiwan
jewelry business. These five research questions related to five stages of buying decision
process. To get the answer of these five research questions, five hypotheses have been
adapted, which also included few sub- hypotheses. Each sub-hypothesis based on one
critical factor which influence purchase decision in Taiwan jewelry business. There
were 13 critical factors identified, which includes Internet Advertisements, Online
Shopping Malls, Auction Websites, Brand, Convenience, Price, Search Engines, Security,
Promotion, Refund, Customized Information, Discount and Satisfaction.
The result of this study supported that there were highly significant Relationship
between Information searches with online shopping in Taiwan Jewellery products and
followed by post purchase decision. Alternative evaluation, need reorganization and
purchase decision doesn’t show significant relation in online jewellery products
shopping in Taiwan. So it’s clearly indicate that doing online jewelry business (in
Taiwan) should more focus on information search and post purchase decision making
stages than other.
The purpose of this study is to identify the critical factors involved in each stage of the buyer decision process model, developed by Kotler and Armstrong (1997).This study relates to online retail shopping of jewelry in Taiwan.
The study attempts to identify the critical factors behind the motive of shopping jewellery online. As we all know that buyer decision process model consist of five stages, these are (i) Need recognition; (ii) Information search; (iii) Alternatives evaluation; (iv) Purchase decision; and (v) Post – Purchase decision.
Based on Kotler and Armstrong (1997) buyer decision process model, five
research questions has been adapted to find out the online shopping behavior in Taiwan
jewelry business. These five research questions related to five stages of buying decision
process. To get the answer of these five research questions, five hypotheses have been
adapted, which also included few sub- hypotheses. Each sub-hypothesis based on one
critical factor which influence purchase decision in Taiwan jewelry business. There
were 13 critical factors identified, which includes Internet Advertisements, Online
Shopping Malls, Auction Websites, Brand, Convenience, Price, Search Engines, Security,
Promotion, Refund, Customized Information, Discount and Satisfaction.
The result of this study supported that there were highly significant Relationship
between Information searches with online shopping in Taiwan Jewellery products and
followed by post purchase decision. Alternative evaluation, need reorganization and
purchase decision doesn’t show significant relation in online jewellery products
shopping in Taiwan. So it’s clearly indicate that doing online jewelry business (in
Taiwan) should more focus on information search and post purchase decision making
stages than other.
TABLE OF CONTENTS
ABSTRACT 6
CAPTER I 7
INTRODUCTION 7
1.1 Introduction of the Study 7
1.2 Statement of the Problem 10
1.3 Purpose of the Study 14
1.4 Significance of the Study 14
CHAPTER II 16
LITERATURE REVIEW 16
2.1 E-commerce 16
2.2 Type of E-commerce 18
2.3 The Advantages of E-commerce 20
2.4 Negative side of E-commerce 21
2.5 The Security of E-commerce 22
2.6 Consumer Purchase Behavior Models 23
2.8 Research Hypotheses 36
CHAPTER-III 39
METHOD 40
3.1 Research Participants 40
3.2 Research Design 41
3.3 Conceptual Model of this Study 41
3.4 Research Instrument 43
3.5 Procedure 44
CHAPTER IV 47
RESULTS 47
4.1 Research Question 1 47
4.2 Research Question 2 49
4.3 Research Question 3 51
4.4 Research Question 4 52
4.5 Research Question 5 54
CHAPTER V 56
DISCUSSION 56
5.1 Interpretation and Discussion 56
5.2 Research Limitation 58
5.3 Recommendation for Future 58
5.4 Conclusion 59
REFERENCES 60
APPENDEX A 67
Critical Factors of the Buyer Decision Process in Consumers’ Online Purchasing Behavior Survey (English version) 67
APPENDEX B 70
Critical Factors of the Buyer Decision Process in Consumers’ Online Purchasing Behavior Survey (Chinese version) 70
TABLE OF CONTENTS
ABSTRACT6
CAPTER I7
INTRODUCTION7
1.1 Introduction of the Study7
1.2 Statement of the Problem10
1.3 Purpose of the Study14
1.4 Significance of the Study14
CHAPTER II16
LITERATURE REVIEW16
2.1 E-commerce16
2.2 Type of E-commerce18
2.3 The Advantages of E-commerce20
2.4 Negative side of E-commerce21
2.5 The Security of E-commerce22
2.6 Consumer Purchase Behavior Models23
2.8 Research Hypotheses36
CHAPTER-III39
METHOD40
3.1 Research Participants40
3.2 Research Design41
3.3 Conceptual Model of this Study41
3.4 Research Instrument43
3.5 Procedure44
CHAPTER IV47
RESULTS47
4.1 Research Question 147
4.2 Research Question 249
4.3 Research Question 351
4.4 Research Question 452
4.5 Research Question 554
CHAPTER V56
DISCUSSION56
5.1 Interpretation and Discussion56
5.2 Research Limitation58
5.3 Recommendation for Future58
5.4 Conclusion59
REFERENCES60
APPENDEX A67
Critical Factors of the Buyer Decision Process in Consumers’ Online Purchasing Behavior Survey (English version)67
APPENDEX B70
Critical Factors of the Buyer Decision Process in Consumers’ Online Purchasing Behavior Survey (Chinese version)70
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