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研究生:吳俊賢
研究生(外文):Wu, Jun-Xian
論文名稱:網路購物市場及消費者行為研究
論文名稱(外文):The research of network shopping market and consumer behavior
指導教授:林威成林威成引用關係張雲龍張雲龍引用關係
指導教授(外文):Wei-Cheng LinWeng-Long Chang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊工程系
學門:教育學門
學類:專業科目教育學類
論文種類:學術論文
畢業學年度:100
語文別:中文
論文頁數:100
中文關鍵詞:消費者行為決策模型影響因素
外文關鍵詞:consumer BehaviourModels of DecisionInfluencing factors
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隨著資訊技術的不斷革新,網路的應用更加廣泛,既而改變了溝通方式和商業模式,也改變了消費者購物的方式。越來越多的消費者習慣於價格透明和購買方便的網路購物。在網路時代,任何企業和消費者的虛擬距離都變得更近,消費者可以非常方便地進入或者離開你的企業,也可以快速地影響更多的顧客走進或者離開。因此,網路經濟時代的消費者行為研究和實踐應用將對企業引起更加重要的指導作用。
本文從消費者的角度出發研究了在網路購物過程中消費者將搜集哪些資訊,怎樣對這些資訊進行編碼、存儲、整合,以及產生購買決策的過程。本文對消費者網路購買的決策過程的資訊結構進行研究,建立了網路消費者購買決策資訊結構模型,並通過實證分析和數學方法驗證修改完成模型。
在本論文研究過程中,從資訊處理的角度分析了影響消費者選擇網路購物的因素,通過規範嚴謹的實證研究驗證了其對網路購物意向的影響路徑,並對相關性進行了嚴密的數學計算。此外根據論文模型提出了網路企業吸引消費者的策略和關於網路經營和交易的一些建議。
冀望本文的研究可以幫助企業制定有效行銷策略,贏得消費者,擴大市場,提升競爭力,增加企業利潤。
With the innovation of information technology , internet will to use more and more extensive , it not only change the way of communication and business models , but also change consumers spending patterns. More and more consumers are accustomed to public price and convenient to buy e-shopping. In the Internet Age, businesses and consumers of virtual distance become more nearly, consumers can easily enter or leave your business; you can also quickly affect more customers into or leave. Therefore, the network economy era of consumer behavior research and practical application will cause more important role in guiding.

In this paper, we research the process of e-shopping, consumers will collect what information from consumer, how to use that information to encoding , storage , integration , and the generation of purchase decision-making process. We research consumer purchase decision-making process's information structure on the network in this paper, build structural model of internet consumer purchase decision-making information, and use empirical to analyze and math way to verify the modified complete the model.

When the this paper to research , we analysis what element to affect consumer select e-shopping of view from information process , and verify its impact path on e-shopping by using standardized and rigorous empirical research. In addition we propose some suggestions that attract strategies of consumers and network for management and transaction on E-commerce base on this work's model.

We hope this work can help busines to establish effective marketing strategy for Increase consumers, expand the market, competitiveness to promote and increase a profit of company.
中文摘要 iii
ABSTRACT iv
致謝 v
目錄 vi
圖目錄 ix
表目錄 x
第一章緒論 1
1.1研究背景 1
1.2 研究目的 3
1.2.1主要貢獻 4
1.3 論文的研究框架 4
第二章 文獻綜述 5
2.1消費者行為 5
2.2網路購物行為理論研究基礎 6
2.2.1理性行為理論 6
2.2.2計畫行為理論 7
2.2.3技術接受模型 8
2.2.4創新擴散理論 9
2.3消費者決策模型 11
2.3.1 EKB模式 11
2.3.2 Howard-Sheth模型 12
2.3.3 Kotler 模式 13
2.3.4 網路消費者特性 14
2.4 本章小結 14
第三章 資訊結構模型構建及研究假設 16
3.1網路購物與傳統購物的區別 16
3.2網路消費者購買決策的資訊結構 17
3.2.1主體特徵資訊 18
3.2.2外部資訊 18
3.2.3資訊的加工過程 19
3.3主體特徵資訊 20
3.3.1人口統計變數 21
3.3.2個人創新特性 21
3.3.3網路購物經驗 22
3.3.4購物導向 23
3.4外部資訊一網路管道和產品方面的資訊 24
3.4.1網店資訊品質 24
3.4.2網路購物程式簡單、安全 25
3.4.3產品性質 27
3.5資訊的加工處理—感知利益與感知風險 28
3.5.1感知有用 28
3.5.2感知容易使用 29
3.5.3感知風險 29
3.6群體影響因素 30
3.7態度、意向、行為 31
第四章實證分析 32
4.1問卷及統計方法說明 32
4.1.1問卷設計及結構 32
4.1.2變數的測量指標 32
4.1.3樣本描述 39
4.1.4問卷統計方法說明 40
4.2因數分析及信度、效度分析 42
4.2.1感知因素因數分析 42
4.2.2外部因素因數分析 45
4.2.3個人因素的分析 48
4.2.4網路購物態度、意向的分析 50
4.3相關分析 51
4.3.1各因素與態度和意向的相關性分析 51
4.3.2感知因素和間接影響因素之間的相關性分析 55
4.4人口統計因素的影響 57
4.5模型修正及假設結果說明 62
第五章結論及建議 67
5.1.研究結論 67
5.2研究建議 68
參考文獻 72
附錄一:調查問卷 80
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