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研究生:耶殿
研究生(外文):Bat-Erdene Bayarsaikhan
論文名稱:網路購物影響之因素:針對蒙古消費者之分析
論文名稱(外文):FACTORS INFLUENCING ONLINE SHOPPING: THE ANALYSIS OF MONGOLIAN CONSUMERS
指導教授:許淑鴻許淑鴻引用關係
指導教授(外文):Shu-hung Hsu
學位類別:碩士
校院名稱:南華大學
系所名稱:企業管理系管理科學碩博士班
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:2011
畢業學年度:99
語文別:英文
論文頁數:78
中文關鍵詞:傳統購物消費者態度預期效益網上購買意向消費創新網上購物知覺風險電子商務
外文關鍵詞:consumer attitudeperceived benefitsonline shoppingtraditional shoppingconsumer innovativenesse-commerceperceived riskonline purchase intention
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  本論文旨在探討蒙消費者感知網上購物,以及其他一些因素的影響態度,對網上購物和網上的間接影響購買意願。該論文是用實證方法,問卷設計,收集數據。本論 文是用來描述性分析,單因子分析和回歸分析,分析之間的關係依賴和獨立的變量。這項研究樣本包括,網上購物的消費者蒙古。這項研究的結果發現,消費者的 人口統計,消費者創新性,預期效益和感知風險的重要決定因素影響網上購物。調查結果還顯示,消費者人口統計,消費者創新性,預期效益有積極影響,感知風險 帶來了負面影響消費者對網上購物的態度。此外,消費者的人口統計,消費者創新性,預期效益,感知風險有一個間接影響網上購買意向。這項研究的結果幾乎支持 所有的假設。最後,本論文提出了一些限制和一些建議,為今後的研究。
  This thesis aimed to investigate Mongolian consumer perception of online shopping, as well as several other factors influencing attitude toward online shopping and their indirect effect on online purchase intention. The thesis was used empirical method, and the questionnaire was designed to collect data. This thesis was used descriptive analysis, one way analysis of variance, and regression analysis to analysis the relationship between dependent and independent variables. Sample of this study included that online shopping consumers of Mongolian. The findings of this study found that consumer demographics, consumer innovativeness, perceived benefits and perceived risk are important determining factors influencing online shopping. Also the findings shown that consumer demographics, consumer innovativeness, perceived benefits had positive impact, and perceived risk had a negative impact on consumer attitude toward online shopping. Moreover, consumer demographics, consumer innovativeness, perceived benefits, perceived risk had an indirect effect on online purchase intention. The results of this study nearly supported all hypotheses. Finally, this thesis suggested some limitations and some recommendations for future research.
ACKNOWLEDGMENT i
ABSTRACT ii
TABLE OF CONTENTS iii
LIST OF TABLES  vi
LIST OF FIGURE vii
 
CHAPTER I: INTRODUCTION TO THE STUDY 1
1.1 Introduction and Background to the Problem 1
1.2 Purpose of the Study 2
1.3 Definitions of Terms 3
1.3.1 Independent Variables 3
1.3.2 Dependent Variable 4
1.4 Justification for Research 5
1.5 Delimitations and Scope of the Research 6
 
CHAPTERII: LITERATURE REVIEW, THEORETICAL FRAMEWORK, AND
HYPOTHESIS 7
2.1 Review of Literature 7
2.1.1 Internet and E-commerce 7
2.1.1.1 Benefits of E-commerce 12
2.1.1.2 Barriers of E-commerce and online shopping 13
2.1.2 Technology Acceptance Model 15
2.1.3 Theory of Reasoned Action 16
2.1.4 Theory of Planned Behavior 17
2.1.5 Consumers Demographics 18
2.1.5.1 Age 19
2.1.5.2 Gender 19
2.1.5.3 Education 20
2.1.5.4 Family monthly income 20
2.1.6 Consumer Innovativeness 20
2.1.7 Perceived Benefits 21
2.1.7.1 Shopping Convenience 22
2.1.7.2 Product Selection 23
2.1.7.3 Ease/Comfort 23
2.1.7.4 Hedonic/Enjoyment 24
2.1.8 Perceived Risk 25
2.1.8.1 Privacy Risk 26
2.1.8.2 Security Risk 27
2.1.9 Online Shopping Attitude 27
2.1.10 Online Purchase Intention 28
2.2 Consumer Demographics and Attitude Toward Online Shopping 29
2.3 Consumer Innovativeness and Attitude Toward Online Shopping 30
2.4 Perceived Benefits and Attitude Toward Online Shopping 31
2.5 Perceived Risk and Attitude Toward Online Shopping 31
2.6 Attitude Toward Online Shopping and Online Purchase Intention 32
2.7 Theoretical Framework 32
2.8 Hypotheses 34
 
CHAPTER III: RESEARCH METHODOLOGY 36
3.1 Research Design 36
3.2 Population and Sampling Plan 36
3.2.1 Target Population 36
3.2.2 Accessible Population 36
3.2.3 Eligibility Criteria 37
3.2.4 Sampling Plan 37
3.3 Measurement 38
3.4 Procedures: Data Collection 43
3.5 Methods of Data Analysis 43
 
CHAPTER IV: RESULTS 46
4.1 Hypothesis Test Result 48
  
CHAPTER V: DISCUSSION 55
5.1 Practical Implications 56
5.2 Conclusions 57
5.3 Limitations 58
5.4 Recommendations for Future Research 59
 
REFERENCES 60
  
APPENDIX 69
Appendix A: Measurements and Source 69
Appendix B: Mongolian survey questions 71
Appendix C: English survey questions 74
Appendix D: Abbreviations 77
 
Personal resume 78
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