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頁籤選單縮合
題 名 | 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 |
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作 者 | 蔡東峻; 李奇勳; | 書刊名 | 管理學報 |
卷 期 | 16:4 1999.12[民88.12] |
頁 次 | 頁557-580 |
分類號 | 496.34 |
關鍵詞 | 網路購物; 網路行銷; 消費者特性; Internet shopping; Internet marketing; Consumer characteristics; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。