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研究生:曾柔菁
研究生(外文):Tseng,Jou-Ching
論文名稱:探討消費者購買網路服飾之購買意願
論文名稱(外文):The purchase intention of consumer online apparel shopping
指導教授:黃蘭鍈黃蘭鍈引用關係
指導教授(外文):Huang, Lan-Ying
口試委員:謝焸君黃蘭鍈白凢芸
口試委員(外文):Hsieh, Ying-JiunHuang, Lan-YingPai, Fan-Yun
口試日期:2016-06-14
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:企業管理學系
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:2016
畢業學年度:104
語文別:中文
論文頁數:79
中文關鍵詞:網路購物購買意願網路口碑
外文關鍵詞:apparel shoppinpurchase intentioneWOM
相關次數:
  • 被引用被引用:3
  • 點閱點閱:203
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
網路購物現在已經成為不可或缺的購物模式。近年來消費者購買網路服飾之普遍性逐漸上升,藉由網路經營模式的發展,使台灣服飾業者開始重視與消費者接觸的網路平台,像是網站因素、商品因素以及口碑因素的建立,都將影響消費者的購買意願。
過去多位學者也針對消費者購買意願、網路口碑影響因素進行探討,本研究參考多位學者研究之架構,針對網站的服務品質、資訊品質、互動品質、商品的服飾品牌、商家促銷以及服飾多樣化對於消費者購買意願與網路口碑的影響,進行統計分析。本研究共收回352份有效問卷,利用迴歸分析得知網站因素對網路服飾購買意願有顯著負面影響;商品因素對網路服飾購買意願有顯著正面影響;網站因素以及商品因素中的服飾品牌皆對網路口碑有顯著正面影響;而商品因素中的商家促銷與服飾多樣化對網路口碑沒有顯著正面影響。最後根據研究結果,本研究提出相關建議。

The internet shopping is becoming the indispensablepurchasing model now. In recent year, the probability of consumers purchase clothes online is increasing. With the development of internet business model, the apparel industries in Taiwan pay more attention to the internet platform which can contact with consumers, for example the establishment of factors of website, commodity and word-of-mouth will affect the purchasing intention of consumers. In the past, many scholars had discussed the factors of consumers’ purchasing intention.
In the past, many scholars had discussed the factors of consumers’ purchasing intention and the word of mouth from internet.This main architecture of researchfocusing on the factor of quality of service, information, interaction, the apparel’s brand, store’s promotion, and apparel diversificationwhich will affect consumers’ purchasing intention and the word of mouth from internet by using statisticalanalysis. This research uses 352 valid questionnaires, using regression analysis to find out that factor of websitehas negative significant impact on the intention of purchasing clothes on the internet, the factor of commodity has positive significant impact om the he intention of purchasing clothes on the internet. The factor of website and the commodity factor of apparel brand has positive significant impact on the word of mouth from internet, the store’s promotion and apparel diversification from commodity factor has not positive significant impact on the word of mouth from internet. According to the research results, this research has some suggestions.

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 4
第三節研究流程 5
第二章文獻探討 6
第一節電子商務 6
第二節網路購物 9
第三節購買意願 12
第四節網路口碑 13
第三章研究方法 16
第一節研究架構 16
第二節研究假設 17
第三節操作型定義與衡量 20
第四節資料蒐集方法 27
第四章資料分析與研究結果 30
第一節一般敘述性統計分析 31
第二節信度分析 39
第三節因素分析 40
第四節效度分析 41
第五節相關分析 49
第六節迴歸分析 51
第七節假說檢定 54
第八節延伸分析 55
第五章研究結論與建議 60
第一節研究結論 60
第二節實務建議 63
第三節研究貢獻 64
第四節研究限制與未來研究方向 65
參考文獻 66
中文部分 66
英文部分 67
網路資源 75
附錄一、正式問卷 76

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市場研究公司(eMarketer),(2015)。全球B2C電商上看兆元商機,跨境電商讓全球都是你的市場http://www.meetclub.tw/article/view/id/35835
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Pollste波仕特(2015)線上市調:國人最常網購的商品類型!「服飾類」榮耀奪冠! http://m.news.sina.com.tw/article/20150823/15011616.html
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