影響消費者在網路購物平台購買意願之探討-以Yahoo!奇摩購物中心為例

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/25522

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题名:	影響消費者在網路購物平台購買意願之探討-以Yahoo!奇摩購物中心為例 Affect Purchase Intention of Consumers on online Shopping Store-Case study of Yahoo! Shopping Center
作者:	賴建良 Lai, Chien-Liang
贡献者:	企業實務管理數位學習碩士在職專班
关键词:	熟悉度品牌形象自我效能購買意願 Familiarity Brand Image Self-efficacy Purchase Intention
日期:	2013-06
上传时间:	2013-10-15 13:17:24 (UTC+8)
摘要:	本研究旨在探討訊息型熟悉產品與經驗型熟悉產品消費者在 Yahoo!奇摩購物中心的購買意願因子。近年來消費者積極由過去實體買賣轉向虛擬買賣，使得探討電子商務議題逐漸興盛。本研究經過相關文獻的探討，並藉由整合過去學者的相關著作，歸納彙整出影響消費者對於網路購物平台購買意願因子。其一探討，熟悉度對於購買意願影響；其二探討品牌形象對於購買意願影響；其三探討消費者自我效能對於購買意願的影響。最後則是探討兩種不同類型產品消費者在網路購物消費行為的差異。問卷回收後以SEM 結構方程式進行分析檢定相關因子對於購買意願的影響。本研究之結果，期望提供購物平台業者與品牌廠商經營者一種不同的思考，藉由了解消費者使用網路購物的心理來了解網路消費者行為，使其經營績效得以提升。 This research to investigate the information type familiar with the products and experiences type familiar with the product on customer behavior in Yahoo! shopping store purchase intention factor. In recent years, consumers actively traded entity from the past into the virtual trading, making e-commerce issues discussed gradually flourished. In this study, after study of relevant literature and past scholars by integrating related works, aggregate into the impact of consumers' purchase intention online shopping factor. First, familiarity for purchase intention; Second willingness to explore the impact of brand image for the purchase; Three self-efficacy for consumer purchase intention. The last is the effects of two different types of products consumers online shopping consumer behavior differences. After the questionnaires were collected for analysis by SEM test correlation factor for the purchase intention. Results of research, it is desirable to provide shopping platform operators and brand manufacturers thinking of a different operator, by understanding the psychology of consumers use online shopping consumer behavior to understand the network, so that it can be improved operating performance.
显示于类别:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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