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研究生:林瑋莉
研究生(外文):Wei-Li Lin
論文名稱:電商平台雙十一購物節對台灣消費者購買意圖之影響
論文名稱(外文):The Influence of E-commerce Platform Online Shopping on Single's Day on Consumers' Purchase Intention
指導教授:欒斌欒斌引用關係
指導教授(外文):Pin Luarn
口試委員:陳正綱林鴻文
口試委員(外文):Cheng-Kang ChenHong-Wen Lin
口試日期:2021-10-15
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理學院MBA
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:42
中文關鍵詞:雙十一購物節購物便利性感知有用性購物愉悅購物態度購買意圖
外文關鍵詞:online shoppingDouble ElevenSingle's Daypurchase intention
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近年來隨著網際網路科技的蓬勃發展,網路已成為我們工作及生活中不可或缺的一部分,同時也推動了電子商務的快速發展。電商平台為了吸引消費者注意,以及提升消費者購物意願,推出了年度最大購物促銷活動雙十一購物節。

如今,雙十一購物節的巨大影響力,使得越來越多商家都開始加入購物節的促銷活動,同時,為提升銷售業績及買氣,越來越多的購物節應運而生。本研究欲探討雙十一購物節的特性,是否能確實影響消費者之購買意圖。

本研究首先透過文獻整理,探討雙十一購物節影響消費者購買意圖之因素,主要包含便利、感知有用性、購物愉悅、態度等為構面,進而影響消費者產生購買意圖。本研究採用問卷調查法,以網路問卷型式進行,邀請曾經於電商平台雙十一購物節進行購買的消費者填答,並進行樣本相關資料分析,包含敘述性統計分析、信度分析、相關分析、迴歸分析。本研究正式問卷共計回收233份網路有效問卷,進行實證分析,得出以下研究結果發現:
(1)購物便利性與電商平台購物節之感知有用性呈正相關。
(2)感知有用性對電商平台購物節之購物態度產生積極影響。
(3)購物便利性與電商平台購物節之購物愉悅呈正相關。
(4)購物愉悅對電商平台購物節之購物態度產生積極影響。
(5)電商平台購物節的購物態度對購買意圖有正向影響。
In recent years, with the development of technology, the Internet has become an essential part of our lives, and it has also promoted the rapid development of e-commerce. In order to attract consumers' attention and increase consumers' intention to shop, the e-commerce platform launched the annual Double Eleven (Singles’ Day) Shopping Festival, the largest shopping promotion event of the year.

Nowadays, with the huge influence of the Double Eleven Shopping Festival, more and more merchants have begun to participate in the shopping festival's promotional activities. At the same time, more and more shopping festivals have emerged in order to increase sales. This study will explore whether the characteristics of the Double Eleven Shopping Festival can actually affect consumers' purchasing intention.

This research explored the factors that influenced consumers' purchasing intention during Double Eleven Shopping Festival through literature review, including convenience, perceived usefulness, shopping enjoyment, attitude which influence consumers' purchasing intentions. This research adopted questionnaire survey method and was conducted in the form of online questionnaires. Consumers who have made purchases on the Double Eleven shopping festival on the e-commerce platform answered the questionnaires. This research analyzed the relevant data of those samples by adopting research methods including narrative statistical analysis, reliability analysis, and correlation analysis, regression analysis.

The main findings are as follows. (1) Convenience is positively correlated with the perceived usefulness of Double Eleven shopping festivals. (2) Perceived usefulness has a positive impact on Double Eleven shopping festivals. (3) Convenience is positively correlated with shopping enjoyment of Double Eleven shopping festivals. (4) Shopping enjoyment has a positive impact on attitude of Double Eleven shopping festival. (5) Attitude of Double Eleven shopping festival has a positive influence on purchase intention.
摘要 I
Abstract II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 5
第三節 研究流程 7
第二章 文獻探討 8
第一節 中西方購物節 8
第二節 購物便利性 9
第三節 感知有用性 10
第四節 購物愉悅 11
第五節 購物態度 11
第六節 購買意圖 12
第七節 相關研究 12
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假說 14
第三節 研究變數與操作型定義 14
第四節 研究設計 16
第五節 資料分析方法 16
第六節 問卷前測 16
第四章 資料分析結果 19
第一節 敘述性統計分析 19
第二節 信度分析 21
第三節 相關分析 23
第四節 迴歸分析 24
第五章 研究結論與建議 27
第一節 研究結論 27
第二節 研究實務意涵 29
第三節 研究限制與未來研究建議 30
參考文獻 32
附錄 研究問卷 40
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