博碩士論文查詢聯邦系統首頁 聯絡信箱 關於我們 加入我們

本論文已被瀏覽 44 次, [ 造訪詳細資料與全文 ] 15 次,[ 回到前頁查詢結果 ] [ 重新搜尋 ]

消費者對購物網站使用意願之研究

A Study on Customers Usage Intention of Group Buying Websites

作者:陳妤蓁
畢業學校:世新大學
出版單位:世新大學
核准日期:2015-09-03
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--shu....

中文摘要

由於網際網路技術的發展,已從技術上突破了以往購物的時間與空間限制,
也因隨時都能透過行動設備上網,使得參與網路購物的人口已逐漸增多,本研究
即是在探討網路使用者從購物網站消費的影響因素,從各研究構面找出具有相關
性的變數,來驗證影響使用意願的程度。選擇網路問卷調查法,以 FB 社群網站
使用者與手機 APP 的 Line 使用者為研究消費者對象,共取得 360 份有效樣本做
分析研究。
根據本研究所得出的結果,提出網路口碑、認知易用性、認知有用性、知覺
價值、價格意識、從眾行為及使用意願對消費者在購物網站上使用意願之影響相
關建議,以利業者提升或改善。本研究結果為:網路口碑對消費者於購物網站消
費是沒有正面的影響;消費者認為購物網站操作簡單對消費者透過購物平台消費
幫助並不大;購物平台操作簡單對消費者使用意願有正面的影響;購物平台對消
費者有幫助對消費者使用意願有正面的影響;價格促銷活動對消費者使用意願有
正面的影響;跟隨人群購買商品對消費者使用意願有正面影響;認為透過購物平
台取得商品是值得的對消費者使用意願正面的影響。

英文摘要

Due to the development of internet we breakthrough the shopping times and
spaces from technically, more and more people using internet shopping in the world
because we can always use the internet from mobile phone or tablet, we use this
research to explore the influencing factors from users consumption at the shopping
websites and used all of relevant variables from research proved that extent of
willingness to use will be affected.
We chose the internet questionnaire and get 360 effective samples for analyze
from the users as research objects on the social network and an application on the
smart phone. According to the results from this research, we realized that the internet
public praises, cognitive ease of use, cognitive usefully, the value of perception,
consciousness of price, herding behavior or intention of use will have advantages for
operators to effected willingness to use internet shopping of the consumer.
Here is the research result: internet public praises only have a little affects for
consumers by shopping on the shopping websites. Consumers think that just a little
help if the shopping websites are easy to operate. Shopping platform are easy to
operate have obvious impact effect for consumers using. Consumers will affect their
intention of using obviously with the price have special offer. Consumers will affect
their intention of using obviously by a herding behavior. Consumers will affect their
intention of using obviously if the commodity they got from the shopping platform
are worthy


委員 - 郭明煌

委員 - 廖鴻圖

委員 - 吳聲昌

指導教授 - 吳威震


 

計畫贊助者: