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    Title: 消費者對網路商店信任、態度及網路購物意願之研究
    Authors: 陳建興
    Contributors: 陳建維
    陳建興
    Keywords: 網路購物
    網路購物者特性
    網路商店屬性
    態度
    意願
    Date: 2008
    Issue Date: 2016-05-09 11:26:26 (UTC+8)
    Abstract:   網路市場的經濟產值中潛藏巨大商機,且因網路購物市場的進入障礙不高,於是吸引了大批老手新兵加入此一競爭領域。對於網路業者而言,必須了解網路市場中消費者的特性以及其所在意的網路商店屬性。消費者進行網路交易時,因缺乏實體的商品及店鋪,便容易對網路商店信任及負面的態度。因此,要如何藉由主觀的消費者的特性以及客觀的網路商店屬性,以降低消費者主觀的不信任感及負面的態度,進而增進消費者對網路購物之意願,尤其是業者所重視的議題。
      本研究基於上述理由,旨在探討根據不同的網路購物者特性與網路商店屬性下,是否新增消費者的網路購物意願?並實證信任、態度與網路購物者特性、商店屬性、購物意願之間的關係,以彌補過去研究之不足。
      由實證結果可以發現,整體模型具有相當的適配度,其研究結果如下:
    ㄧ、對網路商店信任具有顯著的正向影響的有:網路商店屬性(如:網站商譽、網站安全機制、服務品質、產品資訊)與網路購物者特性(從眾行為、追求流行)  
    二、對網路商店之態度具有顯著的正向影響的有:網路購物者特性(如從眾行為、追求流行、線上購物認知價值),網路商店屬性(網站商譽、網站安全機制、服務品質、產品資訊)與其對網路商店之信任;反向影響關係的有:網路購物者特性(如:線上購物認知風險、逛街購物態度)。
    三、對網路購物之意願具有顯著的正向影響的有:網路購物者特性(如:從眾行為、追求流行、線上購物認知價值),網路商店屬性(如:網站商譽、服務品質、產品資訊)與其對網路商店之態度。
      由上述結果可得知,網路商店業者應強化本身網站屬性,以及了解消費者內心的想法,以提升消費者對其的信任感與正面態度,這才是影響消費者網路購物意願的關鍵因素。
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    95351040
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    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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