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研究生:蘇郁展
研究生(外文):SU YU CHAN
論文名稱:影響網路購物意願關鍵因素之探討
論文名稱(外文):A Research on the Key Factors Influencingthe Willingness of Internet Shopping
指導教授:顏宗明顏宗明引用關係曾光榮曾光榮引用關係
指導教授(外文):ENY ZONG MINGTZENG GUANG RONG
學位類別:碩士
校院名稱:玄奘大學
系所名稱:國際企業學系碩士班
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
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:50
中文關鍵詞:網站特性購買意願網路商店干擾效果
外文關鍵詞:website characteristicsintention to buyinternet shop moderating effect
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本研究主要目的在探討網站特性對消費者購物意願之影響。經由
相關文獻的探討之後,提出研究的假設模式;模式中歸納出影響消費
者網路購物意願的因素,包括有:網站特性中的品牌強度、瀏覽操作、
安全性與外觀設計,以及具有干擾作用的消費者網路購物經驗。為
此,本研究利用問卷調查法,應用迴歸模式來進行模式的驗證性分
析。研究結果發現,品牌強度與瀏覽設計不會影響到消費者的購物意
願;安全性與外觀設計則會正向影響到消費者的購物意願;消費者的
網路購物經驗則具有顯著的干擾效果,因此大部分假設獲得支持。最
後,本文將提出管理意涵與未來研究建議。
The aim of this research was to explore the effect of web site
characteristics on consumer intention to buy on internet. The research
provides a research assumption model making a sum up of the reason of
customer buying products from Internet includes brand intensity,
browsing and operation, security and design. In addition, customer’s
shopping experiences on internet play a moderating role between website
characteristics and intention to buy. Therefore, we collect the data by
questionnaires to examine the hypothesis. Results show that brand
intensity and browsing have no significant effect on intention to buy.
Operation, security and design of web characteristics have significant
positively effect on intention to buy. Besides, customer’s shopping
experience has moderated the relationship between website
characteristics and intention to buy. Results support some hypothesizes.
Finally, the paper will present managerial implications and future
research.
Keywords:website characteristics、intention to buy、internet shop
moderating effect
中文摘要...................................i
英文摘要...................................................ii
謝誌..............................................iii
目錄 ..........................................iv
圖目錄...............................v
表目錄.............vi
第一章 緒論
第一節 研究背景與動機...................................................................1
第二節 研究目的...............................................................................2
第三節 名詞釋義...............................................................................3
第四節 研究內容與流程...................................................................3
第二章 文獻回顧......................................................................................5
第一節 網路商店...............................................................................5
第二節 網站特性.............................................................................10
第三節 購買意願.............................................................................13
第三章 研究方法....................................................................................18
第一節 研究架構.............................................................................18
第二節 研究範圍與變數定義.........................................................18
第三節 研究假設.............................................................................19
第四節 問卷設計.............................................................................20
第五節 研究對象與資料收集.........................................................22
第六節 資料分析方法.....................................................................23
第四章 研究結果....................................................................................25
第一節 樣本資料及各研究變項描述性統計分析........................25
第二節 量表信度分析....................................................................26
第三節 研究假設之驗證................................................................30
第五章 結論與建議................................................................................39
第一節 結論....................................................................................39
第二節 建議....................................................................................40
參考文獻.................................................................................................43
附錄--問卷...............................................................................................49
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