本研究從性別差異的角度探討網路購物價值與網路購物態度之間關連性。本研究透過問卷調查方式,資料來源為296個大學生。研究結果發現功能性價值(像是便利性、資訊取得及避免社交性)及享樂性價值(像是探險性及社交性)對於網路購物態度皆有正向的影響。性別對與五種網路購物價值皆有產生主效果影響。此外,性別對於五種網路購物價值與網路購物態度之間的關連性有產生干擾效果,結果顯示便利性及避免社交性對於網路購物態度的影響上男性是高於女性的;反之探險性、資訊取得及社交性對於網路購物態度的影響上女性是高於男性的。最後本研究討論研究結果的意涵及提出未來可供研究的方向。

This study examines the relationships between online shopping values and attitude toward online shopping using gender as a moderator. Data were collected from 296 undergraduate students using a questionnaire. The result indicated that utilitarian values (i.e. convenience, availability of information and lack of sociality) and hedonic values (i.e. adventure and sociality) positively influence attitude toward online shopping. Gender has a main effect on each value. In addition, gender has a moderating effect on each path from five shopping values to attitude toward Internet purchasing. A moderating test reveals that the influences of convenience and lack of sociality on attitude toward online shopping are stronger for men than for women, while the influences of adventure, availability of information and sociality on attitude toward online shopping are stronger for women than for men. Finally implications and further research directions are then discussed.

Chinese Abstract……………………………………………………I
English Abstract……………………………………………………II
誌謝……………………………………………………………………III
Table of Contents………………………………………………… IV

Chapter 1 Introduction……………………………………………1
1.1 Research Background …………………………………………1
1.2 Objectives of This Study……………………………………3
1.3 Organizations of the Dissertation……………………… 4

Chapter 2 Literature Review…………………………………… 6
2.1 Development of Conceptual Model………………………… 6
2.2 Utilitarian Value……………………………………………10
2.3 Hedonic Value…………………………………………………11
2.4 Main Effect of Gender on Online Shopping Value…… 12
2.5 Attitude toward Online Shopping…………………………17
2.6 Gender as a Moderator………………………………………18
2.7 Gender Research………………………………………………19
2.8 Summary…………………………………………………………19

Chapter 3 Methodology……………………………………………21
3.1 Instrument Design……………………………………………21
3.2 Sampling……………………………………………………… 23
3.3 Pretest and Pilot Study……………………………………24
3.4 Summary…………………………………………………………25

Chapter 4 Analysis and Results……………………………… 26
4.1 Analytical Strategy…………………………………………26
4.2 Reliability of Measures……………………………………26
4.3 Validity of Measures……………………………………… 27
4.4 Hypothesis Test………………………………………………31
4.5 Latent Means Differences………………………………… 32
4.6 Subgroup Analysis……………………………………………33
4.7 Summary…………………………………………………………34


Chapter 5 Conclusions and Implications…………………… 36
5.1 Discussion and Conclusion…………………………………36
5.2 Limitation…………………………………………………… 39
5.3 Future Research………………………………………………39


Reference ………………………………………………………… 41


Appendix A Measurement Scales…………………………………49

Vita………………………………………………………………… 51

AC Nielsen (2007). Seek and You Shall Buy, Entertainment and Travel, retrieved from, http://www2acnielsen.com/news/20051019.shtml.
Alexander, R. S. (1947), Some aspects of sex differences in relation to marketing, The Journal of Marketing, 12, 158-172.
Alreck, P., and Settle R. B. (2002), Gender effects on internet, catalogue and store shopping, Journal of Database Marketing, 9, 150–162.
Armstrong, G., and Kotler, P. (2000), Marketing, Paper presented at the 5th ed., Prentice-Hall, Englewood Cliffs, 153-154.
Babin, B. J., William, R. D., and Mitch, G. ( 1994), Work and/or fun: Measuring hedonic and utilitarian shopping value, Journal of Consumer Research, 20, 644–656.
Bakos, J. Y. (1997), Reducing buyer search costs: Implications for electronic marketplaces, Management Science, 43, 1676–1692.
Balasubramanian, S. (1997). Two Essays in Direct Marketing. Yale University, New Haven Press.
Batra, R., and Ahtola, O. T. (1991), Measuring the hedonic and utilitarian sources of customer attitudes, Marketing Letters, 12, 159–170.
Bentler, P. M. (1990), Comparative fit indexes in structural models, Psychological Bulletin, 107, 238–246.
Bentler, P. M., and Bonett, D. G. (1980), Significant tests and goodness of fit in the analysis of covariance structures, Psychological Bulletin, 88(3), 588-606.
Bollen, K. A. (1989), A new incremental fit index for general structural models, Sociological Methods and Research, 17, 303–316.
Bruin, M., and Lawrence, F. (2000), Differences in spending habits and credit use of college students, Journal of Consumer Affair, 34(1), 113-133.
Byrne, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications, and programming. New Jersey: Lawrence Erlbaum Associates.
Chang, J., and Samuel, N. (2004), Internet shopper demographics and buying behaviour in Australia, Journal of American Academy Business, 5, 171–176.
Chen, S. J., and Chan, T. Z. (2003), A descriptive model of online shopping process: Soe empirical results, International Journal of Service Industry Management, 14, 556-569.
Childers, T. L., Carr, C. C., Peck, J., and Carson, S. (2001), Hedonic and utilitarian motivations for online retail shopping behavior, Journal of Retailing, 77, 511-535.
Chiu, Y. B., Lin, C. P., and Tang, L. L. (2005), Gender differs: Assessing a model of online purchase intentions in e-tail service, International Journal of Service Industry Management, 16(5), 138-149.
Cleveland, M., Babin, B. J., Laroche, M., Ward, P., and Bergeron, J. (2003), Information search patterns for gift purchases: A cross-national examination of gender differences, Journal of Consumer Behavior, 3, 20–47.
Cole, D. A., Maxwell, S. E., Arvey, R., and Salas, E. (1993), Multivariate group comparisons of variable systems: MANOVA and structural equation modeling. Psychological Bulletin, 114(11), 174–184.
Davis, F. D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, 13, 319-340.
Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989), User acceptance of computer technology: A comparison of two theoretical models, Management Science, 35(8), 982-1003.
Dholakia, R. R., and Uusitalo, O. (2002), Switching to electronic stores: Consumer characteristics and the perception of shopping benefits, International Journal of
Retail Distribution Management, 30, 459–469.
Dittmar, H., Long, K., and Meek R. (2004), Buying on the Internet: Gender differences in on-line and conventional buying motivations. Sex Roles, 50, 423– 444.
Eastlick, M. A., and Feinberg, R. A. (1999), Shopping motives for mail catalog shopping, Journal of Business Research, 45(3), 281–290.
Fornell, C., and Larcker, D. (1981), Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18, 39-50.
Garbarino, E., and Strahilevitz, M. (2004), Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation, Journal of
Business Research, 57, 768–775.
Grandom, E., and Mykytyn, P. (2004), Theory-based instrumentation to measure the intention to use electronic commerce in small and medium sized businesses, Journal of Computer Information Systems, 44(3), 44-57.
Gurley, J. W. (2000), The one Internet metric that really matters, Fortune, 2, 141-392.
Haque, A., Sadeghzadeh, J., Khatibi, A. (2006), Identifying potentiality online sales in Malaysia: A study on customer relationships online shopping, Journal of Applied Business Research, 22(4), 119-130.
Hirschman, E. C., and Holbrook, M. B. (1982), Hedonic consumption: Emerging concepts, methods and propositions, Journal of Marketing, 46, 92–101.
Holbrook, M. B. (1986), Aims, concepts and methods for the representation of individual differences in aesthetic response to design features, Journal of Consumer Research, 13(3), 337-347.
Hu, L., and Bentler, P. M. (1999), Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives, Structural Equation Modeling, 6, 1–55.
Jackson, L. A., Ervin, K. S., Gardner, P. D., and Schmitt, N. (2001), Gender and the Internet: Women communicating and men searching, Sex Roles, 44, 363–379.
Jarvenpaa, S. L., and Todd, P. A. (1997), Consumer reactions to electronic shopping on the world wide web, International Journal of Electronic Commerce, 1, 59–88.
Kim,Y. M., and Shim, K. Y. (2002), The influence of intent shopping mall characteristics and user traits on purchase intent, Iris Marketing Review, 15, 25–34.
Lee, H. H., Fiore, A. M., and Kim, J. (2006), The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail Distribution Management, 34(8), 621-644.
Limayem, M., Khalifa, M., and Frini, A. (2000), What makes consumers buy from internet: A longitudinal study of online shopping, IEEE, 30(4), 176-189.
Mathwick, C., Malhotra, N., and Rigdon, E. (2001), Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment, Journal of Retailing, 77, 39–56.
McGuire, W. (1974), Psychological motives and communication gratification. In J. F. Blumer, &Katz (Eds.), The uses of mass communication: Current perspectives on gratification research. Beverly Hills: Sage Press.
Menon, S., and Kahn, B. (2002), Cross-category effects of induced arousal and pleasure on the internet shopping experience, Journal of Business Research, 78, 31-40.
Meyers-Levy, J. (1989), Priming effects on product judgments: A hemispheric interpretation, Journal of Consumer Research, 16(1), 76-86.
Meyers-Levy, J., and Sternthal, B. (1991), Gender differences in the use of message cues and judgments, Journal of Marketing Research, 28, 84-96.
Michieal, K. (1998). E-shock the electronic shopping revolution: Strategies for retailers and manufactures. London, Mac Millan Business.
Moe, W. W. (2003), Buying, searching, or browsing: Differentiating between online shoppers using in-store navigational clickstream, Journal of Consumer Psychology, 13, 173-184.
Monsuwe, T. P., Dellaert, B. G. C., and de Ruyter, K. R. (2004), What drives consumers to shop online: A literature review, International Journal of Services Industry Management, 15(1), 102-121.
Narges, D., Laily, H. P., Sharifah, A. H., Samsinar, M. S., and Ali, K. (2009), Factors affecting students’ attitude toward online shopping, African Journal of Business Management, 3(5), 200-209.
Nunnally, J. C., and Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill.
Palmer, A. and Bejou, D. (1995), The effects of gender on the development of relationships beteen clients and financial adviers, The International Journal of Bank Marketing, 13(3), 18-27.

Parsons, A. G. (2002), Non-functional motives for online shoppers: Why we click, The Journal of Consumer Marketing, 19, 380–392.
Pavlou, P. A. (2003), Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model, International Journal of Electronic Commerce, 7(3), 101-134.
Pui, L. T., Chechen, L., and Tzu, H. L. (2007), Shopping motivations on Internet: A study based on utilitarian and hedonic value, Technovation, 27, 774-787.
Reynolds, K. E., and Beatty, S. E. (1999), A relationship customer typology, Journal of Retailing, 75, 509–523.
Schaffer, E. (2000), A better way for web design, Information Week, 784, 194-202.
Schlosser, A. E. (2003), Experiencing products in the virtual world-the role of goal and imagery in influencing attitudes, Journal of Consumer Research, 30(2), 184-198.
Sherry, J. F. (1990), A sociocultural analysis of Midwestern flea market, Journal of Consumer Research, 17, 13–30.
Shwu-Ing, W. (2003), The relationship between consumer characteristics and attitude toward online shopping, Management Intelligence Planning, 21(1), 37-44.
Singh, J. (1995), Measurement issues in cross-national research, Journal of International Business Studies, 26(3), 597–619.
Steiger, J. H. (1990) Structural model evaluation and modification: An interval estimation approach, Multivariate Behavioral Research, 25, 173–180.
Suh, T., & Kwon, I. W. (2002). Globalization and reluctant buyers. International Marketing Review, 19, 663–680.
Swaminathan, V., Lepowska, W. E., and Rao, B. P. (1999), Browsers or buyers in cyberspace: An investigation of factors influencing electronic exchange, Journal
of Computer-Mediated Communication, 5, 224-234.
Tauber, E. M. (1972), Why do people shop, Journal of Marketing, 36, 46–49.
Taylor, S. and Todd, P. A. (1995), Decomposition of cross effects in the theory of planned behavior: A study of consumer adoption intentions, International Journal of Research in Marketing, 12(2), 137-155.
Teo, T. (2001), Demographic and motivation variables associated with Internet usage activities, Internet Research, 11, 125–137.
Vincent, W. M., and Walsh, G. (2004), Gender differences in German consumer decision-making styles, Journal of Consumer Behavior, 3, 331–348.
Westbrook, R. A., and Black, W. C. (1985), A motivation-based shopper typology, Journal of Retailing, 61, 78–103.
Wolfinbarger, M., and Gilly, M. (2001), Shopping online for freedom, control and fun, California Management Review, 43, 34–55.