消費者特性與網際網路物意願關係之研究.docVIP

消費者特性與網際網路購物意願關係之研究 Relationships between Consumer Characteristics and Internet Shopping Intention 蔡東峻 Dungchun Tsai 成功大學交通管理科學系副教授 Associate Professor Department of Transportation and Communication Management National Cheng Kung University 李奇勳 Chi-Hsun Lee 國立聯合技術學院工業工程與管理科講師 成功大學企業管理學系博士生 Lecturer Department of Industrial Engineering and Management National Lien-Ho Institute of Technology Doctoral Student Department of Business Administration National Cheng Kung University (Received September 11, 1998; First Revised May 18, 1999; Second Revised June 28; Accepted July 27, 1999) 摘要：隨著網際網路使用人口的增加，網路上的商業活動也蓬勃的發展，網路行銷遂成為熱門的話題，而了解網路購物消費者的特性便成為重要的課題。 本研究以中華電信公司HiNet的用戶為母體，以問卷調查方式來探討消費者的特性對網際網路購物意願的影響。研究結果發現：男性、所得3~6萬元、網路使用歷史在1年以上、具有有線電視購物經驗、對購物便利性需求高及價格知覺高的消費者利用網際網路購物的意願比較高。另外年紀輕、高學歷、高所得等創新者的特質並不適合用來描述網際網路的購物者。 關鍵字：網路購物、網路行銷、消費者特性 ABSTRACT：With the rapid growth of Internet users, the business activities on the Internet are booming. Internet marketing has become a hot topic. The exploration of the characteristics of Internet shoppers has become an important subject. The present study explores the impact of consumer characteristics on Internet shopping intention in terms of the population of HiNet users of Chunghwa Telecom Co. Ltd. The result shows that consumers possessing the following characteristics have a higher Internet shopping intention: male, income above NT$30,000, over one-year experience of Internet use, experience with cable TV shopping, emphasizing the importance of shopping convenience and high price consciousness. In addition, characteristics of innovators such as young age, high education, high income are not suitable to describe Internet shoppers. KEYWORDS: Internet shopping, Internet marketing, consumer characteristics. *本研究接受國科會研究計劃獎助（NSC 87-2416-H-006-041），特此致謝。 作者非常感謝兩位匿名評審委員之寶貴意見，及中華電信數據通訊分公司和余國維先生在資料收集上的協助。 壹、緒論 網際網路(internet)是最近熱門的話題，尤其WWW(World Wide Web)在多媒體互動式的作業環境下，贏得網路使用大眾的青睞，使網際網路的使用人口每個月以10％的速度成長，而商業站台的設立更遠超過其他類