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研究生:郭婉玲
研究生(外文):Wan-Ling Kuo
論文名稱:動機、購物價值、態度與購買意願關係之研究‒ 以線上購物為例
論文名稱(外文):A Study of the Relationship on Motives, Shopping Values, and Attitudes toward Purchase Intention‒ Online shopping as an example
指導教授:林孟璋林孟璋引用關係李延熹李延熹引用關係
指導教授(外文):Meng-Jang LinYen-Hsi Lee
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:應用英語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:122
中文關鍵詞:購物意圖態度消費價值動機
外文關鍵詞:MotivesShopping ValuesAttitudesPurchase Intention
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網路受歡迎的程度為線上市場帶來很多交易的機會,很多線上商家盡力的在設計宣傳活動及廣告時,常因被消費者忽視而感到氣餒。本研究的主要目的是要知道動機、消費價值及態度對購物意圖之影響。
本研究會先以預試為開端,接著是正式問卷的發放。便利抽樣法及線上問卷會被使用在此量化研究中,研究方法包含敘述性統計、信度分析、效度分析、因素分析、卡方檢定、獨立樣本t檢定、單因子變異數分析、皮爾森相關係數及路徑分析。
研究結果發現動機部份顯著地正向影響消費價值,消費價值部份顯著地正向影響態度,態度顯著地正向影響購物意圖,動機顯著地正向影響購物意圖及消費價值部份顯著地正向影響購物意圖。線上商家能藉著提供流行有趣的產品、能勾起消費者回憶或情感的懷念性產品、有特色的紀念品吸引到各式各樣的消費者,同時舉辦一些大型拍賣會,慶祝週年慶活動及其他活動與消費者保持良好的關係。
Internet popularity brings a lot of transaction opportunities on online market, many shoppers have made significant efforts to design promotion plans or advertisements, they are often frustrated by consumers’ ignorance. The aim of the present paper is to determine the relationship among motives, shopping values, and attitudes toward purchase intention.
This study conducts pilot study first, followed by formal study. The quantitative research method, convenience sampling, and online survey are adopted in this study, research methods include descriptive statistics, reliability statistics, validity statistics, factor analysis, chi-square test, independent-samples t test, one-way ANOVA, Pearson correlation coefficient, and path analysis.
The result shows motives are partly significantly positive impact on shopping values; shopping values are partly significantly positive impact on attitudes; attitudes are significantly positive impact on purchase intention; motives are significantly positive impact on purchase intention, and shopping values are partly significantly positive impact on purchase intention. Online shoppers can attract different kinds of consumers by providing funny products, memorial products or souvenirs, simultaneously, holding big sales events, celebrating anniversaries, and other activities to maintain good relationships with consumers.
TABLE OF CONTENT
CHAPTER ONE INTRODUCTION
Research Motivation and Background..................1
Purpose of the Study................................3
Research Questions..................................4
Research Procedure..................................5
CHAPTER TWO LITERATURE REVIEW
Motives.............................................7
Shopping Values.....................................11
Attitudes...........................................14
Purchase Intention..................................17
CHAPTER THREE METHODOLOGY
Framework of the Study..............................19
Research Questions..................................20
Research Hypotheses.................................20
Questionnaire Number................................22
Participant and Sampling Method.....................23
Instrument..........................................24
Data Analysis Methods...............................29
Pilot Study.........................................31
Reliability Statistics..............................31
Descriptive Statistics..............................32
Validity Statistics.................................34
Factor Analysis.....................................35
CHAPTER FOUR DATA ANALYSIS
Descriptive Statistics..............................37
Reliability Statistics..............................45
Validity Statistics.................................46
Factor Analysis.....................................47
Chi-Square Test.....................................50
Independent-Samples T Test..........................59
One-Way ANOVA.......................................65
Pearson Correlation Coefficient.....................86
Path Analysis.......................................87
CHAPTER FIVE CONCLUSION
The Result of Study.................................102
Marketing Managerial Implication....................108
Significance of the Study...........................111
Limitation and Future Research......................111
REFERENCES..........................................113
APPENDIX A-Formal Questionnaire.....................119

LIST OF TABLE
Table 3.2 10208 Demographic statistics..............23
Table 3.3 Motives questionnaire.....................24
Table 3.4 Shopping values questionnaire.............26
Table 3.5 Attitudes questionnaire...................26
Table 3.6 Purchase intention questionnaire..........27
Table 3.7 Demographics..............................28
Table 3.8 Reliability statistics....................32
Table 3.9 Demographics analysis.....................32
Table 3.10 Validity statistics......................35
Table 4.1 Responsive rate of questionnaires.........37
Table 4.2 Demographics analysis.....................38
Table 4.3 Descriptive statistics of motives
dimension.................................41
Table 4.4 Descriptive statistics of shopping values
dimension.................................42
Table 4.5 Descriptive statistics of attitudes
dimension.................................44
Table 4.6 Descriptive statistics of purchase
intention dimension.......................45
Table 4.7 Reliability statistics....................46
Table 4.8 Validity statistics.......................47
Table 4.9 Factor analysis of motives................48
Table 4.10 Factor analysis of shopping values.......48
Table 4.11 Factor analysis of attitudes.............49
Table 4.12 Factor analysis of purchase intention....50
Table 4.13 Gender versus average shopping amount
crosstabs................................51
Table 4.14 Gender versus average shopping amount
chi-square test..........................51
Table 4.15 Living location versus average shopping
amount crosstabs.........................52
Table 4.16 Living location versus average shopping
amount chi-square test...................52
Table 4.17 Age versus average shopping amount
crosstabs................................53
Table 4.18 Age versus average shopping amount
chi-square test..........................53
Table 4.19 Income versus average shopping amount
crosstabs................................54
Table 4.20 Income versus average shopping amount
chi-square test..........................55
Table 4.21 Education versus average shopping amount
crosstabs................................55
Table 4.22 Education versus average shopping amount
chi-square test..........................56
Table 4.23 Occupation versus average shopping amount
crosstabs................................56
Table 4.24 Occupation versus average shopping amount
chi-square test..........................57
Table 4.25 Marital status versus average shopping
amount crosstabs.........................57
Table 4.26 Marital status versus average shopping
amount chi-square test...................58
Table 4.27 Rearranged correlation among demographic
variables toward average shopping amount.58
Table 4.28 Independent-samples t test of gender
versus motives...........................59
Table 4.29 Independent-samples t test of marital
status versus motives....................60
Table 4.30 Independent-samples t test of gender
versus shopping values...................61
Table 4.31 Independent-samples t test of marital
status versus shopping values............62
Table 4.32 Independent-samples t test of gender
versus attitudes.........................63
Table 4.33 Independent-samples t test of marital
status versus attitudes..................65
Table 4.34 One-Way ANOVA of living location versus
motives..................................66
Table 4.35 One-way ANOVA of age versus motives......67
Table 4.36 One-way ANOVA of income versus motives...68
Table 4.37 One-way ANOVA of education versus motives69
Table 4.38 One-way ANOVA of occupation versus
motives..................................70
Table 4.39 One-way ANOVA of average shopping amount
versus motives...........................71
Table 4.40 One-way ANOVA of living location versus
shopping values..........................72
Table 4.41 One-way ANOVA of age versus shopping
values...................................73
Table 4.42 One-way ANOVA of income versus shopping
values...................................74
Table 4.43 One-way ANOVA of education versus
shopping values..........................76
Table 4.44 One-way ANOVA of occupation versus
shopping values..........................77
Table 4.45 One-way ANOVA of average shopping amount
versus shopping values...................79
Table 4.46 One-way ANOVA of living location versus
attitudes................................80
Table 4.47 One-way ANOVA of age versus attitudes....81
Table 4.48 One-way ANOVA of income versus attitudes.82
Table 4.49 One-way ANOVA of education versus
attitudes................................83
Table 4.50 One-way ANOVA of occupation versus
attitudes................................84
Table 4.51 One-way ANOVA of average shopping amount
versus attitudes.........................85
Table 4.52 Correlation of motives and shopping
values...................................86
Table 4.53 Correlation of attitudes and purchase
intention................................87
Table 4.54 Simultaneous regression of motives toward
shopping values..........................89
Table 4.55 Simultaneous regression of shopping
values toward attitudes..................91
Table 4.56 Simultaneous regression of attitudes
toward purchase intention................92
Table 4.57 Simultaneous regression of motives toward
purchase intention.......................94
Table 4.58 Simultaneous regression of shopping
values toward purchase intention.........95
Table 4.60 Rearranged hypotheses....................96

LIST OF FIGURE
Figure 1.1 Flow chart of research procedure.........6
Figure 2.1 Three hierarchies of effect model........15
Figure 2.2 Consumer decision process model..........18
Figure 3.1 Framework................................19
Figure 4.59 Path direction..........................96
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