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題名 | 消費者特性、網路企業特性、產品特性、以及網路環境特性對網路購物行為影響之研究=The Impacts of Characteristics of Consumer, E-business, Product, and the Internet Environment of Online Shopping Behavior |
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作者 | 蕭銘雄; 蔣惠蓮; | 書刊名 | 資訊管理展望 |
卷期 | 7:2 民94.10 |
頁次 | 頁71-90 |
分類號 | 496.34 |
關鍵詞 | 網路購物; 網路企業特性; 產品特性; 網路環境特性; Online shopping; E-business characteristics; Product characteristics; Intenet environment; |
語文 | 中文(Chinese) |
中文摘要 | 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,但與過去文獻不同的是,本研究將影響網路購物意願的因素區分為四大構面,包括消費者特性、產品特性、網路企業特性、網路環境特性等,此四大構面反應了消費者(消費者特性)以網際網路為管道(網路環境特性),向企業(網路企業特性)購買商品或服務(產品特性)的現實情況,所涵蓋的構面較過去相關文獻更為完整。研究結果發現,網路企業特性的影響最為廣泛且顯著;但產品特性的影響則較為特定,只有商品運送的便利性與數位化程度會顯著影響消費者的網路購物意願。此外,本研究也發現網路環境特性確實存在某些特定的干擾效果,顯示消費者在考慮產品特性與網路企業特性的同時,也會顧慮到網路環境特性問題,特別是網路交易的安全性與網路企業提供的購物流程便利性等。整體而言,本研究確實證實了一般消費者與網路企業的許多疑慮,特別是網路購物最常為人詬病的商品運送問題、網路交易的安全性問題、以及網路傳輸速度問題,網路企業必須正視與因應。 |
英文摘要 | The purpose of this study is to investigate factors affecting consumers’ online shopping behavior, including consumers’ demographic characteristics, product characteristics, e-business characteristics and the Internet environment. These four factors reflect the fact that consumers (demographic characteristics) shop goods (product characteristics) from e-business (e-business characteristics) by the aid of the Internet (Internet environment), and hence are considered more extensive than those in other studies. The results of this study indicate that the effects of e-business characteristics one consumers’ online shopping intensions are extensive and significant, but those of product characteristics are relatively specific. Moreover, this study also finds specific moderating effects of Internet environment on the product characteristic and online shopping intension relationship, and e-business characteristic and online shopping intension relationship. In other words, while considering the product characteristic and e-business characteristic of online shopping, consumers generally also worried about the factors associated with the Internet environment, especially the problems with transaction security and transmission speed online. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。