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研究生:Rawee Kittisuntrakul
研究生(外文):RAWEE KITTISUNTRAKUL
論文名稱(外文):Factor Impacting on Consumers Attitude toward Online Shopping Intention in Insurgent Area and Non-Insurgent Area
指導教授:陳綉里陳綉里引用關係
指導教授(外文):CHEN, HSIU-LI
口試委員:洪廣朋施翠倚
口試委員(外文):HUANG, KUANG-PENGSHIH, TSUI-YII
口試日期:2018-05-02
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:2018
畢業學年度:106
語文別:英文
論文頁數:59
外文關鍵詞:Perceived Ease of UsePerceived UsefulnessPerceived RiskSocial InfluenceInsurgent AreaAttitudeOnline Shopping
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Online shopping is becoming more and more important today, and thus has opened opportunities for businesses to exploit the new market. In insurgent area of southern Thailand, which is locate at the board of Thailand, some products or service are not available due to conflict issue. So online shopping is another selling channel that consumer will use to get the product or service they need.

The aim of this study is therefore to examine how perceived ease of use, perceived usefulness, perceived risk, social influence impact on consumer attitude. Then how attitude affects purchase intention. This study will also compare the difference of consumer behavior toward online shopping between insurgent area and non-insurgent area.

The final respondents of this study composed of 150 respondents with 100% valid, of whom 78 are individuals from insurgency area, and the other 72 being individuals from non-insurgency area in southern Thailand. This study uses the LISREL technique testing the responses from both area. SPSS testing was used to test the difference between consumers in insurgent area and non-insurgent area.

This research found that (i) Perceived ease of use does play a significant role in determining consumer attitude (ii) Perceived usefulness also has a significant impact on attitude toward online shopping (iii) Perceived risk does have a negative impact on purchase intention (iv) Social Influence also has a significant impact on attitude toward online shopping for both groups (v) Consumer attitude toward purchase intention have a significant positive relationship (vi) There exists a significant difference between consumer from insurgent area and normal area in Perceived ease of use, perceived usefulness. Both area shown slightly difference in social influence, attitude, purchase intention toward online shopping.

ACKNOWLEDGEMENT I
ABSTRACT II
LIST OF FIGURES V
LIST OF TABLES VI
INTRODUCTION 1
1.1 MOTIVATION AND PURPOSES 1
1.2 IMPORTANCE OF THE RESEARCH 3
1.3 CONCEPTUAL FRAMEWORK 4
CHAPTER TWO 6
LITERATURE REVIEW 6
2.1 PERCEIVED EASE OF USE 6
2.1.1 The Definition of Perceived Ease of Use 6
2.1.2 Related Literature 6
2.2 PERCEIVED USEFULNESS 7
2.2.1 The Definition of Perceived Usefulness 7
2.2.2 Theory and Related Studies 7
2.3 PERCEIVE RISK 8
2.3.1 The Definition of Perceive Risk 8
2.3.2 Related Literature 8
2.4 SOCIAL INFLUENCE 9
2.4.1 Definition of Social influence 9
2.4.2 Theory and Related Studies 9
2.5 CONSUMER ATTITUDE 10
2.5.1 Definition of Consumer Attitude 10
2.5.2 Theory and Related Studies 10
2.6 PURCHASE INTENTION 11
2.6.1 Definition of Purchase Intention 11
2.6.2 Theory and Related Studies 11
2.7 INSURGENCY 12
2.7.1 Definition of Insurgency 12
2.7.2 Theory and Related Studies 12
CHAPTER THREE 13
METHOD 13
3.1 METHOD 13
3.1.1 Measuring Perceived Ease of Use 13
3.1.2 Measuring Perceived Usefulness 13
3.1.3 Measuring Perceived Risk 14
3.1.4 Measuring Social Influence 14
3.1.5 Measuring Consumer Attitude toward Online Shopping 14
3.1.6 Measuring Consumer’s Purchase Intention 14
3.2 QUESTIONNAIRE 17
3.3 SAMPLING DESIGN AND PARTICIPANTS 17
CHAPTER FOUR 18
DATA ANALYSIS 18
4.1 DEMOGRAPHIC ANALYSIS 18
4.1.1 Insurgency Area Response 18
4.1.2 Out of Insurgency Area Response 20
4.2. RELIABILITY ANALYSIS AND FACTOR ANALYSIS 22
4.2.1. Analysis of Testing Respondents 22
4.3. LISREL (LINEAR STRUCTURE RELATION) 24
4.3.1. Structure of Models and Measuring Variables 24
4.4 HYPOTHESIS TESTING 26
CHAPTER FIVE 29
CONCLUSION, SUGGESTIONS AND LIMITATIONS 29
5.1 FINDINGS 29
5.2 MANAGERIAL IMPLICATIONS 31
5.3 LIMITATIONS 33
REFERENCES 35
APPENDIX A 41
APPENDIX B 47

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