線上商店之網路互動性對消費者購物意圖之影響

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/51262

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51262

Title:	線上商店之網路互動性對消費者購物意圖之影響 The Impact of Online Store Website Interactivity on Consumer Purchase Intention
Authors:	柯依汶
Contributors:	行銷碩士學位學程碩士班
Keywords:	Website Interactivity Involvement Online Retailing Perceived Website Usability
Date:	2022
Issue Date:	2023-03-02 10:02:00 (UTC+8)
Abstract:	Online retailers have received much attention because of their vast potential in recent years. However, many online retailing platforms bring in web traffic but fail to convert it into sales. This study adopted a conceptual framework to illustrate how the two facets of website interactivity (two-way communication and active control) and perceived usability influence consumers’ purchase intention online. Besides, the moderating effect of website involvement was examined. This study utilized a controlled online survey to explore the correlations between variables; following the screening procedure, the usable sample size was 155 out of 185 respondents. The findings suggested that customer perception of online store website interactivity and perceived website usability impacts future purchase intention. In addition to contributing to current knowledge, this study highlighted the positive impacts of each component of perceived website interactivity and perceived website usability in the online retailing business. Applications in the online retailing sector and the implications for future research have also been discussed.
Appears in Collections:	[Master of Science in marketing ] Thesis

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