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研究生:洪晨泰
研究生(外文):Chen-Tai Hong
論文名稱:以電子商務探討未來發展走向
論文名稱(外文):E - commerce to explore the future development trend
指導教授:吳傳春吳傳春引用關係
指導教授(外文):Chuan-Chun Wu
學位類別:碩士
校院名稱:義守大學
系所名稱:資訊管理學系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:79
中文關鍵詞:電子商務行動裝置消費模式
外文關鍵詞:e-commercemobile devicesconsumption patterns
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從電子商務發展至今,網路科技的發展越來越進步,加上行動裝置的發明,使的人們越來越無法脫離電子商務,從食衣住行育樂都可以跟電子商務形影不離。其中在網路購物已經是現今最普遍的消費模式,與以往傳統購物不同的是,網路購物是在虛擬市場下去獲得商品,就算不用出門也可以買到自己想要的物品。在電子商務中不只有網路購物而已,還包含了網路銀行、行動支付、顧客服務等等,這些隨著時代的進步,人們為了追求便利性,藉由行動裝置的興起,創造出無限的商機,也帶來了許多工作機會。

所以將在此探討電子商務在未來的走向,是否能帶給社會大眾更多的便利性,並分析在未來繼續使用電子商務的意願性,以及使用電子商務的因素,對於社會大眾來說,電子商務的出現勢必影響許多工作機會,就好比說網路購物興起,增加了物流的工作機會,在運輸物流也就成為了重點。最後此篇研究以社會大眾為問卷發放對象,研究出電子商務在未來的走向。
From the development of e-commerce so far, the development of Internet technology more and more progress, coupled with the invention of mobile devices, so that people can not be separated from e-commerce, from the food and clothing can live with e-commerce inseparable. Which in the online shopping is now the most common consumption patterns, and the traditional shopping is different from the past, online shopping is in the virtual market down to get goods, even if you do not have to go out to buy their own items. In the e-commerce is not only the Internet shopping only, but also includes the Internet banking, mobile payment, customer service, etc., with the progress of the times, people in pursuit of convenience, by the rise of mobile devices to create infinite Business opportunities, but also brought a lot of job opportunities.

So will this explore the future direction of e-commerce, whether it can bring more convenience to the community, and analysis of the future will continue to use e-commerce will, as well as the use of e-commerce factors, for the community, the electronics The emergence of business is bound to affect many job opportunities, like the rise of online shopping, increased logistics opportunities in the transport logistics has become the focus. Finally, this study to the public as a questionnaire to issue the object, the development of e-commerce in the future direction.
致謝 I
摘要 II
ABSTRACT III
目錄 IV
表目錄 VII
圖目錄 IX
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 研究對象 5
第四節 研究範圍 5
第五節 研究步驟 6
第二章 文獻探討 7
第一節 網際網路之探討 7
一、 網際網路的起源 7
二、 什麼是網際網路 8
三、 網際網路的種類 12
第二節 電子商務之探討 13
一、 電子商務之起源 13
二、 電子商務之定義 14
三、 學習態度的分類與內涵 14
第三節 未來電子商務之探討 18
一、 未來電子商務的趨勢 18
二、 未來電子商務的發展 20
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假設 24
第三節 問卷設計 25
第四節 研究工具 27
第五節 資料分析方法 28
一、 敘述性統計分析 29
二、 前測信度分析(Reliability) 29
三、 因素分析(Factor Analysis) 32
四、 相關分析(correlation analysis) 33
五、 迴歸分析 34
六、 變異數分析 34
第四章 研究結果與討論 36
第一節 資料分析 36
第二節 敘述性統計 36
第三節 信度分析 46
第四節 因素分析 50
第五節 相關性分析 53
一、 就不同性別層面而言 53
二、 電子商務品質對電子商務評價之相關分析矩陣: 54
三、 電子商務交易安全對電子商務評價之相關分析矩陣: 54
第六節 簡單迴歸與複迴歸分析 55
一、 簡單迴歸分析 55
二、 複迴歸分析 56
三、 變異數分析 57
第七節 本章結論 58
第五章 結論與建議 59
第一節 結論 59
第二節 研究建議 60
參考書目 61
一、中文部分 61
二、英文部分 62
三、網站資料來源 65
附錄:以電子商務探討未來發展走向-研究問卷 66
一、中文部分
1.王如鈺、王仁宏、莊濟任,(2012),網路口碑對網路團購意圖之影響-中原企管評論,10(1),1-34。
2.李曉青、李仁耀、陳襄君,(2012),探討影響消費者發起凰購行為之因素研究:以 UTAUT 模式為基礎,亞太經濟管理評論,15(2),39-54。
3.邱皓政,(2002),量化研究與統計分析:SPSS 中文視窗版資料,台北市五南圖書出版股份有限公司。
4.林惠玲、陳正倉,(2011),應用統計學,4th ed.,雙葉書廊。
5.姚基仁,(1999),影響消費者網路購物行為之因素探討,私立淡江大學管理科學研究所碩士論文。
6.劉國瑞,(2005),網路特性、產品特性、消費者特性、服務品質及優惠政策對網路購買意願傾向之研究-以投影機商品為例,成功大學高階管理碩士論文。
7.劉文龍,(2009),多變量分析最佳入門實用書 2nd ed.,碁峰資訊股份有限公司。
8.劉文良,(2014),電子商務與網路行銷,5th ed.,碁峰資訊股份有限公司。

二、英文部分
1.Anand, K. S., and Aron, R., (2003), “Group Buying on the Web: a Comparison of Price”, Discovery Mechanisms. Management Science, 49 (11), 1546–1562.
2.Boles, J. S., Johnson, J. T., and Barksdale Jr, H. C., (2000), “How Salespeople Build Quality Relationships, A Replication and Extension”, Journal of Business Research, 48(1), 75-81.
3.Burstiner, I., (1991), Basic Retailing, 2nd ed., Homewood: IrwinIllinois.
4.Chen, J., Kauffman R. J., Liu, Y., and Song X., (2010), “Segmenting Uncertain Demand in Group-Buying Auctions”, Electronic Commerce Research and Applications, 9, 126–147.
5.Chen, J., Chen, X., and Song, X., (2007), Comparison of the Group-Buying Auction and the Fixed Pricing Mechanism, Decision Support Systems, 43, 445-459.
6.Cuieford, J. P., (1965), Fundamental statisticsin psychology and education (4th ed). New York: McGraw-Hill
7.Dick, A. S., and Basu, K., (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22 (2), 99-113.
8.Dodds, W. B., Monroe, K. B., and Grewal, D., (1991), “Effects of Price, Brand, and Store Information on Buyers'' Product Evaluations”, Journal of Marketing Research, 28(3), 307-319.
9.Fishbein, M., and Ajzen, I., (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Massachusetts: Addison Wesley Publishing Company.
10.Fornell, C., Johnson, M. D., Anderson, E.W., Cha, J., and Bryant B.E.,(1996),“The American Customer Satisfaction Index: Nature, Purpose, and Findings”, Journal of Marketing, 60, 7-18.
11.Gehrke, D., and Turban, E., (1999), Determinants of Successful Website Design:Relative Importance and Recommendations for Effectiveness.Proceedingsof the 32nd Hawaii International Conference on System Sciences, 1-8
12.Griffin, J., (1997), “Customer Loyalty: How to Earn It, How to Keep It”, New York: Lexington Book.
13.Gronholdt, L., Martensen, A., and Kristensen, K., (2000), “The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences”, Total Quality Management, 11(4), 509-516.
14.Hoffman, D. L., and Novak, T. P., (1996), “Marketing in Hypermedia Computer-mediated Environments: Conceptual Foundations”, The Journal of Marketing, 50-68.
15.Huizingh, E. K. R. E., (2000), “The Content and Design of Web Sites: An Empirical Study”, Information and Management, 37, 123-134.
16.Jacoby, J., and Kyner, D. B., (1973), “Brand Loyalty vs. Repeat Purchasing Behavior”, Journal of Marketing Research, 10 (2), 1-9.
17.Jing, R., (2014), “Research on the Impact of Interaction Factors on Online Group?buying Sites”, International Journal of Computer Science and Application (IJCSA), 3(1), 15–19.
18.Jones, T. O., and Sasser W. E., (1995), “Why Satisfied Customer Defect”, Harvard Business Review, 73(6), 88-99.
19.Kaiser, H. F., (1974), “An Index of Factorial Simplicity”, Psychometrika, 39, 31-36.
20.Kalakota, R., and Whinston, A. B., (1996), Frontiers of Electronic Commerce, New York: Addison Wesley Publishing Company.
21.Kalakota, R., and Whinston, A. B., (2000), Electronic Commerce: A Manager''s Guide, New York: Addison Wesley Publishing Company.
22.Kauffman, R. J., and Wang, B., (2001), New Buyers'' Arrival under Dynamic Pricing Market Microstructure: The case of group-buying discounts on the Internet," Information and Decision Science, Carlson School of Management University of Minnesota, Minneapolis, 1-10
23.Kenny, D. W., and Reichheld, F. F., (1990), “The Hidden Advantages of Customer Retention”, Journal of Retail Banking, 12(9), 19-24.
24.Kotler, B. P., Ayal, Y., and Subach, A., (1994), Effects of Predatory Risk and Resource Renewal on the Timing of Foraging Activity in a Gerbil Community, Oecologia, 100(4): 391–396.
25.Lee, J.S., and Lin, K.S., (2013), “An Innovative Electronic Group-Buying System for Mobile Commerce”, Electronic Commerce Research and Applications, (12), 1-13
26.Lee, J., Lee, J., and Lawrence, F., (2001), “The Impact of Switching Costs on the Customer Satisfaction-Loyalty Link: Mobile Phone Service in France”, Journal of Services Marketing, 15(1), 35-48.
27.Leuthesser, L., (1997), Supplier relational behavior: An empirical assessment, Industrial Marketing Management, 26, 245-254.
28.Liang, T. P., and Lai, H. J., (2002), Effect of Store Design on Consumer Purchases:on Empirical Study of on-line Bookstores, Information and Management, 39, 431-444.
29.Likert, R., (1932), “A Technique for the Measurement of Attitudes”, New York: Archives of Psychology, 1-55
30.Matsuo, T., and Ito,T., (2002), A Decision Support System for Group Buying-based on Buyers’ Preferences in Electronic Commerce.Center for Knowledge Science, 923-1292.
31.McIntyre, J. M., and Peck, M. A., (1998), “Managing and Measuring for Customer Loyalty: A Yin and Yang Perspective”, DirectMarketing, 61, 48–52.
32.Poddar, A., Donthu, N., and Wei, Y., (2009), Web site customer orientations, Web site quality, and purchase intentions: The role of Web site personality. J Bus Res, 441-450.
33.Rezabakhsh, B., Bornemann, D., Hansen, U., and Schrader, U., (2006), “Consumer power: acomparison of the old economy and the internet economy”, Journal of Consumer Policy, 29(1), 3-36.
34.Rha, J.Y., and Widdows, R., (2002), “The Intemet and the Consumer: Countervailing Power Revisited”, Prometheus, 20(2), 107-118.
35.Russell-Bennett, R., McColl-Kennedy, J. R., and Coote, L.V., (2007) ,“Involvement, Satisfaction and Brand loyalty in a Small Business Services Setting”, Journal of Business Research, 60, (12), 253-1260.
36.Shoemaker, S., and Lewis, R. C., (1999), “Customer Loyalty: The Future of Hospitality Marketing”, International Journal of Hospital Management, 345-370.
37.Singh, J., and Sirdeshmukh, D., (2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments”, Journal of the Academy of Marketing Science, 28(1), 150-167.
38.Sirgy, M. J., and Samli, A. C., (1985), “A Path Analytic Model of Store Loyalty Involving Self-Concept, Store Image, Geographic Loyalty, and Socioeconomic Status”, Journal of the Academy of Science, 13(3), 265-291.
39.Stum, D. L., and Thiry, A., (1991), “Building Customer Loyalty”, Training and Development Journal, 45(1), 34-36.
40.Szymanski, D. M., and Hise, R. T., (2000), “e-Satisfaction: An Initial Examination”, Journal of Retailing, 76(30), 309-322.
41.Tsvetovat, M., Sycara, K., Chen, Y., and Ying, J., (2000), Customer Coalitions in the Electronic Marketplace, AAAI-00 Proceedings, The Robotics Institute Carnegie Mellon University Pittsburgh, USA.1-2
42.Wang, J. J., Zhao, X., and Li, J. J., (2013), “Group Buying: A Strategic Form of Consumer Collective”, Journal of Retailing, 89 (3), 338-351.
43.Zhang, H. Y., and Qu, F., (2012), Factors influencing online group buying service-quality based on the consumers’ perspective: Service Systems and Service Management (ICSSSM), 9th International Conference on IEEE Conference Publications, 509 - 512.

三、網站資料來源
1.「2016未來商務」展場直擊:O2O 無人商店、行動支付玩社交、電商結合內容策展https://www.bnext.com.tw/article/39412/BN-2016-04-29-182625-102 存取時間:2017.6.25
2.不知道這兩項,別說你懂 O2O!http://blog.phimedia.tv/2015/03/o2o/ 存取時間:2017.6.25
3.O2O營銷模式(Online To Offline) https://www.moneydj.com/KMDJ/Wiki/WikiViewer.aspx?KeyID=923a4da4-64d0-4745-8d07-ba6b473443af 存取時間:2017.6.25
4.未來電子商務10大發展趨勢 http://www.marketing.club.tw/?p=102 存取時間:2017.6.25
5.[看見趨勢] 網路購物已成為潮流,但你真的瞭解電子商務的未來趨勢嗎? https://www.moshimori.com/zh/trend/ 存取時間:2017.7.10
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