臺灣博碩士論文加值系統

中文摘要

與傳統購物相比，線上購物有幾個好處。顯而易見的好處之一是互聯網的全球影響力，消費者可以在任何地點和任何地點購買種類繁多的商品和服務。此外，線上賣家將貨物送到買家家中，客戶可以在他們負擔得起的情況下訂購盡可能多的商品。此外，網上商店每天24小時、每週7天、一年365天都營業，因此線上購物的客戶無需著急或擔心在任何購物中心尋找停車位。因此，本研究主要探討影響網上購物廣告、促銷和公司便利性的因素。迴歸模型用於檢驗主要研究變量之間的關係。客戶的線上購買意願也是當前研究的重點研究領域之一。網絡購物環境下顧客的網上購買意願將識別消費者通過互聯網執行特定購買行為的意願品質。本研究從200人中 選取作為對象進行數據分析統計測試回答研究問題，使用SPSS統計軟體對數據進行分析，以迴歸模型檢查模型適合度和假設檢驗。本研究結果發現H1：廣告對於線上購物意願的確會有顯著正向的影響。H2：促銷對於線上購物意願的確會有顯著正向的影響。H3：便利性對於線上購物意願的確會有顯著正向的影響。研究結果將提供給學術與實務產業做未來研究的參考。

ABSTRACT

Compared to traditional buying, online shopping provides a number of advantages. One of the most obvious advantages is the Internet’s worldwide reach, which allows people to purchase goods and services across a wide range of categories from any location. Furthermore, internet retailers transport the goods to the buyer’s home, and buyers are free to order as many items as they choose. Customers who want to buy something online don’t have to rush or worry about finding a parking spot at a mall because the online store is open for a whole year. As a result, the primary goal of this study is to look at aspects that may influence online shopping advertisement, promotion, and convenience in the workplace. To assess the link between the primary research variables, the structural equation model is used. The purpose of customers to make purchases online is also a hot topic in the current study. The quality of a customer’s desire to carry out a specific purchase behavior over the internet is defined by their online buy intention in the web-shopping environment. This study looked at 200 persons and chose 200 of them to be the subjects of data analysis statistical tests in order to answer the research questions. The data was then analyzed using SPSS Statistics. Regression modeling examines the model fits and hypothesis testing. The result of the study that H1: Advertisement has positively significant influence online purchase intention (supported). H2: Promotion has positively significant influences online purchase intention (supported). H3: Convenience has positively significant influences online purchase intention (supported). The result of finding will submit to academic and practical industry as the future research reference.

TABLE OF CONTENTS

中文摘要 iii
ABSTRACT iv
ACKNOWLEDGEMENT v
TABLE OF CONTENTS vi
LIST OF FIGURES viii
LIST OF TABLES ix

CHAPTER I: INTRODUCTION 1
1.1 General Introduction 1
1.2 Purpose Of Study 3
1.3 Research Flow Chart 4
CHAPTER II. LITERATURE REVIEW 5
2.1 Online purchase intention 5
2.2 Advertisement 7
2.2.1 Tv, Radio 8
2.2.2 Social Media 8
2.2.3 Use Google ads 9
2.3 Promotion 10
2.3.1 Discount 10
2.3.2 Payment 11
2.3.3 Coupon 12
2.4 Convenience 12
CHAPTER III: METHODOLOGY 14
3.1 Materials and Method 14
3.2 Research Hypothesis 15
3.3 Research Method 15
3.4 Data Collection 16
CHAPTER IV. DATA ANALYSIS AND RESULT 17
4.1 Descriptive and Reliability analysis 17
4.2 Regression analysis 22
CHAPTER V: CONCLUSION 28
5.1 Conclusion 28
5.2 Suggestion For Future Research 29
5.3 Limitations 29
REFERENCES 30

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