政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/104821
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113311/144292 (79%)
造访人次 : 50933115      在线人数 : 981
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/104821


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/104821


    题名: 消費者購物傾向對其選擇網際網路、型錄、與零售商店做為資訊與購買管道之影響－－台灣與美國之比較
    其它题名: Channel Selection as a Function of Consumers` Shopping Orientations: A Comparison of the Internet Users in US and Taiwan
    作者: 郭貞;李海容
    关键词: 線上行銷;購物傾向;管道功效;網路消費者;跨組測量工具對等
    online marketing;shopping orientations;channel utilities;internet consumers;cross-group measurement equivalence
    日期: 2004-01
    上传时间: 2016-12-14 11:14:25 (UTC+8)
    摘要: 本研究試圖探討美國和台灣的消費者，在兩個不同發展階段的網路消費市場的網路購買行為，並檢視有那些因素可能影響他們對於商品資訊獲取和商品購買管道之選擇。研究者納入消費者的人口變項，與消費者生活型態相關的購物傾向作為主要的預測變數，受訪者對各種購物管道的熟悉程度，作為預測變項，由此檢測以上的因素對他們選擇使用網際網路與傳統管道中的型錄、和零售商店時，會有怎樣的影響。本研究分別與美國的網路市調公司和台灣的SeedNet數位電信公司合作，經由線上調查訪問了1,060位美國網友和909位台灣網友。從分析結果顯示：台灣和美國的網友人口結構確有差異，美國上網人口的平均年齡較長而且使用網路作為購物管道頻次較高，顯示出美國網路市場的發展階段比台灣成熟。從分析結果顯示：無論美、台消費者個人對於各購買管道的熟悉程度最能預測其使用該管道的頻率；另外，除了便利性之外，其他的購物傾向，例如，注重購買前檢視、和喜外精挑細選，對台灣網友選擇網路購物的影響力不明顯，對美國網友確有相當的預測力。
    Through on-line surveys, information about 1060 American and 909 Taiwanese internet users were collected and analyzed with a view to comparing their channel selection behavior in shopping for a variety of products/services. Individual demographic factors (i.e., gender, age, and education) and their shopping orientations were used as the predictors of their use of the Web, catalogs, and retail stores for product information as well as for product purchase venues. Retail store was still the predominant marketing channel for many product categories; however, the Web emerged as the top choice for a few digital products. Catalog was the lagging behind one though it has existed in marketplace longer than the Web. Results from multiple regression analyses indicated that individual`s acquaintance with a particular channel was a strong predictor of the frequency of the channel usage. Meanwhile, shopping orientations, such as, convenience, experiential (pre-purchase inspection) and selective shopping showed significant impacts on the use of the Web and of catalogs respectively.
    關聯: 廣告學研究, 21, 81-102
    数据类型: article
    显示于类别:[廣告學研究] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    21-4.pdf247KbAdobe PDF2208检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈