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題 名 | 年輕網路族對網站特性之認知與網路購物意圖之關連性研究=The Relationships between Web-Characteristics Perceptions of Young Web Users and Internet Purchase Intension |
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作 者 | 汪美香; 葉桂珍; | 書刊名 | 資訊管理展望 |
卷 期 | 5:1 2003.03[民92.03] |
頁 次 | 頁19-44 |
分類號 | 496.34 |
關鍵詞 | 網站特性; 網路購物意圖; 網際網路; Internet; Web characteristics; Internet purchase intension; |
語 文 | 中文(Chinese) |
中文摘要 | 本文主要在探討年輕網路族對網站各功能特性之認知,以及其價格/便利取 向,與其網路購物意圖間之關係。整體而言,本研究發現此年輕網路族對網站 所提供之各項功能,可概分為「資訊性」、「娛樂性」、「經濟性」、「導覽性」四 個構面;其中以「資訊性」之認知對此族群之網路購物意圖影響最顯著、其次 是「經濟性」、再其次是「娛樂性」、最後是「導覽性」。此結果似顯示,網路導 覽設計並非純技術性之工作,如何提高其所導引之資訊性與經濟性情報內涵, 對使用者而言,似更為重要。而就網路特性與個人之所屬之價格/便利屬性而 言,個人之各項網路特性認知對其網站購物意圖之影響,似較其所持有之價格 /便利消費取向,更為 - 或至少是一樣,顯著。此外,不同價格/便利取向之 網路族似有不同程度之網站特性認知、消費狀況與網路購物意圖。最主要的, 有較高價格敏感度或較高便利性要求之網路族群,與此兩取向較低之族群相 比,不僅對各類網站特性有較高之認知,也似同時有較高之網路購物意圖。 |
英文摘要 | The purpose of this paper is to examine the relationship among web-characteristics perceptions, price/convenience orientation, and Internet shopping intention of young web users. In sum, the web functions perceived by young users can be classified into four characteristics –information, entertainment, economic and navigation. Among the four, the information characteristic seems to have the most significant effect on web-shopping intention of young web users, follows by economic, then entertainment, and finally,navigation. The result seems to indicate that the design of web navigation is not purely technical, yet the enrichment of information and economic-related characteristics are more important. If compared the perceptions of various web characteristics with individual’s price/convenience attributes, the influence of the former (web characteristics) on user’s Internet shopping intention is more significant, or at least as significant as, the latter (price/convenience attribute). Furthermore, users with different extents of price and convenience attributes seem to be different in their perceptions of web-characteristics, consuming status and Internet shopping intention as well. Particularly, compared to those in lower extent, those in higher price or convenience extent not only perceive higher on various web characteristics, but also show a higher intention on Internet shopping. |
本系統中英文摘要資訊取自各篇刊載內容。