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    Title: 影響大學生網路購物行為之探討-以臺灣科技大學為例
    The influence of students` online shopping behavior - A case study of NTUST
    Authors: 黃貴聯
    Huang, Kuei Lien
    Contributors: 高安邦
    Kao, An Pang
    黃貴聯
    Huang, Kuei Lien
    Keywords: 網路購物
    電子商務
    消費者行為
    消費者決策
    Date: 2010
    Issue Date: 2011-09-29 18:33:45 (UTC+8)
    Abstract:   網際網路蓬勃且迅速的發展,可說是二十世紀末最熱門的資訊技術。網路購物已成為許多臺灣消費者購物時,重要的選擇之一。未來,勢必成為最重要的行銷通路。網路購物的出現,使得商業競爭由實體店面移轉到網路空間,但也產生了實體購物方式所沒有的風險。

      本研究主要目的在探討影響消費者網路購物行為的可能因素,並試圖自相關文獻整理出影響網路購物決策制定的構面,包括網路購物經驗、環境因素、市場刺激以及電子商務系統等構面,其次針對各個構面設計問卷,並分析其對網路購物決策制定的影響。研究對象以臺灣科技大學學生為例,探討網路購物平台的出現對大學生消費行為造成的改變。最後,根據研究結果提出建議,以做為未來實務及研究之參考。
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    Description: 碩士
    國立政治大學
    行政管理碩士學程
    98921077
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098921077
    Data Type: thesis
    Appears in Collections:[行政管理碩士學程(MEPA)] 學位論文

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