臺灣博碩士論文加值系統

　　隨著時代的變遷，網際網路的興起及普遍，許多食品產業開始以網際網路為媒介去尋找商機，也改變原先實體通路的經營模式，紛紛進入網路線上購物。然而消費者對於網站特性的認同、網站中所展示之產品的產品特性、銷售時的促銷方案及消費者針對產品的口碑不同，所產生的網路線上購物行為也就不同，並進而影響其購買意願。
　
　　本研究以網站特性為及網站特性為自變數，購買意願為依變數，產品特性及促銷方案為中介變數，口碑為干擾變數。並探討網站特性在產品特性之中介效果對於購買意願的影響、探討產品特性在促銷方案之中介效果對於購買意願的影響、探討產品特性在口碑之干擾效果對於購買意願的影響。
　
　　本研究採用問卷調查方式蒐集資料，以有上網購物的網路使用者為調查對象，共發出350份問卷，有效問卷328份。透過spss分析之研究結果顯示：(1)網站特性對對產品特性有顯著影響。(2) 網站特性對對產品特性有顯著影響。(3)產品特性對購買意願有顯著影響。(4)產品特性對促銷方案有顯著影響。(5)促銷方案對購買意願有顯著影響。(6)口碑對購買意願有顯著影響。(7)產品特性在網站特性對購買意願的影響中存在著部分中介效果。(8)促銷方案在產品特性對購買意願中存在著部分中介效果。(9)口碑在產品特性及購買意願的影響中不存在調節效果。

　　As times change, internet starting and universal, many food industries start take the internet to seek the opportunity as the medium, also changes the original entity circuit the management pattern, gradually into the Internet to shop online. However, the identity of the user for the website characteristics, product characteristics in the website, sales of products and other consumers for the word of mouth of the product produces the shopping online behavior is also different, then influence purchasing intention.
　
　　Thereby, the study uses website characteristics and product characteristics as the antecedent variable, purchasing intention as the dependent variable, product characteristics and promotion type as the mediating variable, and word-of-mouth as the moderating variable, and explore the mediating effect of the product characteristics between website characteristics and purchase intention ,and explore the mediating effect of the product characteristics between website characteristics and purchase intention. explore the moderating effect of the word-of-mouth between product characteristics and purchase intention.
　
　　This study used questionnaires to collect data, with Internet users have online shopping as subjects, altogether sends out 350 questionnaire, effective questionnaire 328. The results of the study are (1) website characteristic are significant affected to the product characteristic. (2) website characteristic are significant affected to the purchasing intention. (3) product characteristic are significant affected to the purchasing intention. (4) product characteristics are significant affected to the promotion type. (5) promotion type are significant affected to the purchasing intention. (6) word-of-mouth are significant affected to the purchasing intention. (7) product characteristic has mediating effect on the relationship between the website characteristic and the purchasing intention. (8) promotion type has mediating effect on the relationship between the product characteristics and the purchasing intention. (9) word-of-mouth has not a moderating effect between product characteristics and purchasing intention.

中文摘要i
英文摘要iii
目錄v
表目錄viii
圖目錄ix
　
第一章緒論1
1.1研究背景與動機1
1.2研究目的2
1.3研究流程2
　
第二章文獻探討4
2.1網路商店的定義4
2.2網路購物的定義5
2.3網站特性6
2.4產品特性9
2.5促銷方案11
2.6口碑14
2.7購買意願17
2.8各構面間之關聯性18
　
第三章研究方法20
3.1研究架構20
3.2研究假設21
3.3操作型定義及問卷衡量21
3.4前測27
3.5抽樣方法與問卷回收27
3.6資料分析方法27
　
第四章實證結果與分析30
4.1樣本基本資料30
4.2因素與信度分析32
4.2.1因素分析32
4.2.2信度分析37
4.3 獨立樣本T 檢定 37
4.4 各研究構面間之相關分析 38
4.5 各研究構面間之迴歸分析 39
4.6 中介驗證 41
4.6.1 產品特性在網站特性對購買意願影響中具有中介效果42
4.6.2 促銷方案在產品特性對購買意願影響中具有中介效果43
4.7 干擾驗證45
　　
第五章結論與建議46
5.1研究結論46
5.2管理意涵47
5.3研究建議49
5.4研究限制49
5.5未來研究建議49
　
參考文獻50
一、中文部分50
二、英文部分52
　
附錄58
一、正式問卷58
　
個人簡歷62

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