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研究生:侍伊莉
研究生(外文):Yi-Li Shih
論文名稱:個人特性、動機與消費者網路購物意願關聯性之研究
論文名稱(外文):A Model of Personal Characteristics, Motivations and Consumers’ Online Shopping Intention
指導教授:戴正玲戴正玲引用關係
指導教授(外文):Cheng-Ling Tai
口試委員:林瑞益賴其勛
口試委員(外文):Ruey-Yih LinChi-Shiun Lai
口試日期:2012-06-21
學位類別:碩士
校院名稱:華梵大學
系所名稱:工業工程與經營資訊學系碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:92
中文關鍵詞:網路購物個人特性功利動機享樂動機購物意願
外文關鍵詞:online shoppingpersonal characteristicsutilitarian motivationhedonic motivationshopping intention
相關次數:
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隨著時代和科技的進步,網際網路興盛與崛起,網路消費漸形重要,更導致商業競爭益發激烈,網路零售商需塑造優良的網路形象並深入了解消費者,藉此吸引消費者願意上網購買與搜尋商品。
個人特性和動機理論可視為探討人類行為的最佳起點。先前的研究指出,影響網路購物動機的因素有很多,例如:價格、行銷策略等,本研究將購物動機分為「功利」與「享樂」,不僅探討購物動機和消費者線上購物意願的關連性,並調查上述購物動機是否源自於消費者個人特性。
之前研究顯示影響網路消費的因素涵蓋多種層面(如:個人特性、動機),本研究整合了年齡、教育程度、購物經驗、功利動機、享樂動機、和消費者網購意願等變數,嘗試建立變數的關連性架構。本研究有四個主要目的。一、瞭解功利動機和享樂動機及消費者網購意願之間的關連性;二、瞭解消費者的個人特性如何影響他們的購物動機;三、瞭解消費者的購物經驗如何影響他們的網路購物動機;四、探討功利動機和享樂動機間彼此的關連性。
本研究係以有網路購物經驗的消費者為研究對象,分析個人特性、購物動機與購物意願。研究資料取自於多所大專院校的學生及上班的工作者,合計共發出問卷335份,有效問卷303份,回收率90.4%,以結構方程模式(SEM)進行假說驗證。
實證分析的結果共獲得下列結論:一、年齡、教育程度對功利動機有正面影響;二、購物經驗對享樂動機和消費者購物意願有正面影響;三、功利動機、享樂動機正面影響消費者購物意願;四、功利動機亦對享樂動機有正面影響。
本研究提供幾項重要的貢獻:一、本研究有助於找出影響消費者購物動機的重要個人特性。二、本研究的研究架構,有助於瞭解消費者的個人特性、購物動機與消費者購物意願之間的關係。三、本研究以購物動機為出發點,對消費者網購行為提供了更完整的認識。四、本研究所衍生之管理意涵及分析結果,有助於網路業者吸引其目標消費者,並有助未來研究之進行。
Along with the development of the technology, the internet commerce becomes more important and leads to intense competition between businesses. To attract consumers to buy and search the merchandises on line, internet retailers need to create a good image and has a better understanding of their consumers.
Personal characteristics and motivation theory are deemed as a good start to explore human behavior. Previous studies indicate that online shopping motivation is affected by many factors such as price and marketing strategy. However, this study uses utilitarian motivation and hedonic motivation to explore their relationship with consumers’ online buying intention and investigates whether consumers' personal characteristics would be the antecedents of the above mentioned shopping motivations.
Since researchers and practitioners have stressed the importance of factors such as personal characteristics, motivations in online shopping behaviors, this research integrates variables including age, educational level, and the shopping experience, utilitarian motivation, hedonic motivation and consumers’ online buying intention and establishes a framework of to describe the relationships among them.
There are four purposes of this study. First, explore the relationship between utilitarian motivation, hedonic motivation and consumers’ online buying intention. Second, examine how personal characteristics affect their shopping motivations. Third, examine how consumers' shopping experience affects their online shopping motivations. Finally, discuss the relationship between utilitarian motivation and hedonic motivation.
In this study, data was collected from students, workers and ones who have online shopping experience. A total of 335 questionnaires were sent out and 303 were returned, reporting a 90.4%. After that, we used structural equation model (SEM) to test our hypothesis.
The results of this study are as follows. First, age and education level are positively related to utilitarian motivation. Second, shopping experiences are positively related to hedonic motivation and consumers’ shopping intention. Third, utilitarian motivation and hedonic motivation are both positively related to consumers’ shopping intention. Finally, utilitarian motivation is positively related to hedonic motivation as well.
This study provides several important contributions by (1) identifying important personal characteristics which affect consumers’ shopping motivation; (2) developing a research model to discuss the relationship between consumers’ personal characteristic, motivation, and consumers’ shopping intention; (3) providing a more complete understanding of consumers’ online shopping behavior from the perspective of shopping motivation; (4) explaining the managerial implications of the study model and analyzing the extended application to online retailers and future research.
中文摘要 III
Abstract V
本文目錄 VIII
表目錄 X
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍與限制 6
第四節 研究流程 7
第五節 本文貢獻 9
第二章 文獻探討 10
第一節 網路購物之發展 10
第二節 個人特質 16
第三節 功利動機與享樂動機 19
第四節 購物意願 28
第五節 研究假設推導 29
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假設 37
第三節 定義研究變數操作型定意與量表設計 38
第四節 研究設計 44
第五節 資料分析 45
第四章 結果與討論 47
第一節 敘述性統計分析 47
第二節 信度與效度分析 50
第三節 相關分析 55
第四節 結構方程模式分析 56
第五章 結論與建議 66
第一節 結論與實務面建議 66
第二節 研究範圍與未來建議 68
參考文獻 69
中文文獻 69
英文文獻 72
附錄 研究問卷 78

表目錄
表2-1 動機之定義 20
表2-2 功利動機之定義 21
表2-3 享樂動機之定義 23
表3-1個人題項之衡量提項 38
表3-2功利動機之衡量提項 39
表3.3享樂動機之衡量提項 40
表3.4 購物意圖之衡量提項 42
表3.5量表題項來源 43
表4-1 填答者特性 48
表4-2構面題項數及信度表 51
表4-3 Pearson相關分析結果 55
表4-4 理論結構模式之路徑係數與假說驗證 64

圖目錄
圖1-1 研究流程圖 8
圖2-1 消費者最常使用之拍賣網站 13
圖3-1 本研究架構圖 36
圖4-1個人特性、動機與購物意願之關係 54
圖42個人特性、動機與購物意願之結構方程模式 63
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