電子服務環境線上消費行為之影響: 以性別與網上購買經驗為干擾角色

CCUR > College of International Studies and Foreign Languages > English Program of Global Business > Thesis > Item 987654321/30339

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/30339

Title:	電子服務環境線上消費行為之影響: 以性別與網上購買經驗為干擾角色 How e-servicescape affect customer online behaviors: The moderating effect of gender and online shopping experience
Authors:	潘福家
Contributors:	全球商務碩士學位學程碩士班
Keywords:	e-servicescape website trustworthiness website attitude brand attitude e-WOM intention purchase intention
Date:	2015-06
Issue Date:	2015-08-20 15:22:48 (UTC+8)
Abstract:	When e-commerce are expanding at a tremendous rate, Internet web pages which is referred as electronic servicescape (e-servicescape) have marked their significant presence in the business world, and are predicted to continue to gain popularity. Nevertheless, to date, the understanding of e-servicescape attributes remains unclear due to the little empirical evidence. Therefore, the objectives of this study are to describe the nature of e-servicescape and investigate the relationship to website trustworthiness, website attitude, brand attitude, e-WOM intention, purchase intention, as well as attribute of two moderators: prior internet experience, and gender differences. Totally, 290 data were collected from Taiwanese online consumers through online-based questionnaires. Partial Least Square (PLS) was used to analyze collected data. The results show that e-servicescape dimensions (aesthetic appeal, customization, usability, and financial security) have affected on attitude and trust toward website. In particular, women and high-experience consumers are strengthening the positive effect of e-servicescape on website trustworthiness and attitude. In addition, purchase intention and eWOM intention of consumers can be affected through internal response. With the results of this study, online vendors must have well-organized content display to attract consumers browsing the website and add social network to empower their website. This will offer customers a platform to share or connect with friends about their website and brand, and increase the purchase intent.
Appears in Collections:	[English Program of Global Business] Thesis

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