消費者購物導向、產品種類對網際網路購買意願影響之研究

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鄧博尹(Bowin Teng ) 查詢紙本館藏

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資訊管理研究所

論文名稱

消費者購物導向、產品種類對網際網路購買意願影響之研究

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摘要(中)

電子商務雖然充滿著無限商機，然而卻隱藏著許多風險及陷阱。隨著全球網際網路的快速泡沫化，相關的問題一一浮現，顯示網站經營仍有許多瓶頸尚待克服；仔細觀察，網站經營者對於網際網路上消費者購物行為不夠瞭解，是導致失敗的主要原因。因此，在探討任何經營模式之前，瞭解消費者採用網際網路購物的原因，為最首要任務。
根據文獻探討，本研究歸納成消費者購物導向與產品分類兩個角度，來探討影響消費者採用網際網路購物的因素。消費者購物導向部分整理過去在家購物與網際網路購物等相關研究，歸類為品牌、計畫、娛樂、價格、便利等五種消費者購物導向，分別瞭解不同購物導向消費者之網際網路購買意願；產品種類部分則參考Nelson(1970)與Kiang(2000)等學者的研究分類，分成搜尋品與經驗品兩種類別，探討產品種類對不同導向消費者的購買意願之影響程度。結果發現，不同購物導向消費者的網際網路購物意願確實有所差異，且不同導向消費者對於兩種產品種類的購買意願有顯著的差異。
本研究希望透過探討影響消費者採用網際網路購物之因素，幫助企業在制訂網際網路行銷策略時的參考，並提供相關研究參考的基礎。

關鍵字(中)

★ 產品種類
★ 網路購物
★ 網際網路
★ 購物導向
★ 購買意願

關鍵字(英)

論文目次

第一章、緒論1
第一節研究背景1
第二節研究動機4
第三節研究目的6
第四節研究範圍7
第五節研究程序9
第二章、文獻探討11
第一節電子商務與網際網路購物11
第二節影響採用網際網路購物的消費者特性16
第三節產品種類23
第四節市場區隔理論30
第三章、研究方法32
第一節研究架構32
第二節研究假說35
第三節變數定義與操作化41
第四節問卷設計45
第五節資料蒐集47
第六節資料分析方法48
第四章、資料分析50
第一節前測之分析結果50
第二節問卷回收53
第三節樣本基本特性分析53
第四節樣本之在家購物及網際網路購物經驗分析56
第五節問卷量表之信度檢定59
第六節消費者購物導向之因素分析結果59
第七節樣本集群分析62
第八節假說檢定分析64
第五章、結論與建議80
第一節研究結論80
第二節研究建議84
第三節研究限制87
第四節未來研究方向與建議88
參考文獻90
中文部分90
英文部分91
附錄一、前測問卷97
附錄二、正式問卷99

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指導教授

李小梅(Shau-Mei Li)

審核日期

2001-7-3

推文