不同型态通路之消费者购买行为比较之研究-中华大学-电子计算机中心.docVIP

消費者特徵、網站經營者特性及網路交易特質 對消費者選擇網路購物決策影響之研究 林妙雀 輔仁大學國際貿易與金融學系 台北縣新莊市中正路510號 Tel: 02xt 2977 Fax: 02E-mail: trad1016@.tw 摘 要 過去對網路購物的研究，多以網路商店的經營及消費者對網路商店的印象調查為主，較少涉及網路購物之消費者行為調查。有鑑於此，本研究乃結配T檢定、迴歸分析及變異數分析，驗證影響消費者選擇網路購買商品決策之主效果與交互效果， 本研究發現在消費者特徵部分，男性網路購物次數較高；而且高所得、高學歷與較長上網資歷者，都有較高購物次數及數量。其次，祇要擁有良好品牌權益價值和合理價格定位之網站經營者，皆能讓消費者增加網路購物次數；當然生動活潑的網路廣告促銷，也會促使消費者增加網路購物數量。再者，由網路交易特質檢定，得悉網路若能落實無時差無國界障礙存在之優勢、提供顧客專屬個別化的互動性服務，或是搭配更具安全保障之網路交易機制，在在有助於網路購物次數之增加與購買數量之擴大。另外，本研究針對過去未加以探討之交互效果深入分析，結果發現來自不同性別與品牌形象、所得與品牌形象、年齡與服務專屬性、所得與交易安全性之相互結合，皆分別對網路購買次數呈現顯著交互作用，而且融合不同上網資歷與廣告促銷，或是職業與時空便利性，亦顯著影響網路購買數量之互異性。 關鍵詞：消費者特徵、網站經營者特性、網路交易特質 The Study of Consumer Characteristics, Web Site Operators’ Attributes, and Online Transactional Features Affecting the Choice of E-Commerce for Consumers’ Purchasing Products Decision Miao-Que Lin Department of International Trade and Finance, Fu-Jen Catholic University Abstract Most previous researches put emphasis on internet store management and consumers’ image of internet store, but hardly studied about consumers’ behavior of internet shopping. Combining the theories of international marketing, e-commerce with consumers’ behavior, this research tries to construct the framework of factors affecting choice of e-commerce for consumers’ purchasing products decision. This model recognized consumer characteristics as independent variables, web site operators’ attributes and online transactional features as mediator variables, and internet purchasing behavior as dependent variables. Furthermore, internet questionnaires are hyper-linking with national famous web sites. The 507 samples that have actual internet shopping experiences are selected from internet shopping consumers. Simultaneously, validity and reliability analysis, T-test, regression and ANOVA analysis were implemented to verify each hypothesis. This study, firstly, finds that males have many more internet shopping frequencies than females；consumers with high level of income, of educati