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題名 | 探討消費者資訊豐富度對網路購物之購物意願模式研究--以大學生選購3C產品為例=A Study of Consumers' Information Richness and Purchase Intention on the Internet: A Case Study of Undergraduate Students Purchasing 3C Products |
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作者 | 溫博仕; 曾乾凱; Wen, Bor-shyh; Tseng, Chian-kai; |
期刊 | 淡江人文社會學刊 |
出版日期 | 20061200 |
卷期 | 28 民95.12 |
頁次 | 頁1-34 |
分類號 | 496.34 |
語文 | chi |
關鍵詞 | 資訊豐富度; 網路購物; 結構方程模式; 線性結構關係; Information richness; Internet shopping; Structural equation modeling; Linear structure relation; LISREL; |
中文摘要 | 本研究以九十四學年度淡江大學日間部學生做為研究對象,探討學生選購3C產品時,在網路購物通路中,消費者資訊豐富度對網路購買通路之購物意願的影響。所探討的資訊豐富度是由交易安全性、商店聲譽、推薦資訊、產品資訊以及行銷刺激五個變項所組成,經由知覺風險與信任兩中介變項影響消費者的購物意願,透過LISREL分析,建構出適合網路購物通路購物意願之結構模式。 經由分析結果顯示,在網路購物通路模式中,店家的商店聲譽、所展示的產品資訊店家所、推出的行銷刺激以及交易安全性等皆會增加消費者對此商家的信任,進而提高在此商家的購物意願。消費者在網路商店購買產品時,對商家所提供的交易安全機制是感到重視的。本研究發現,在網路購物通路模式之下,消費者資訊豐富度的各變項中,行銷刺激與交易安全性對大學生在網路之購物意願的關係皆呈現最大的影響效果。 |
英文摘要 | This research was conducted on the students of the daytime class of 2006 of Tamkang University and based on the criteria of how consumers were influenced in making purchases on the Internet after they obtained valuable product information. The information richness used by consumers for judging the valuable product information is security, store reputation, recommended information, product information and marketing stimulus. These five factors influence or affect consumers' trust and perceived risk in the said purchasing intentions. This study used the LISREL software to construct a Structural Equation Modeling in order to distinguish consumers' purchasing intention through internet shopping channels. The empirical result showed that store reputation, product information, marketing stimulus, and security of transactions increased consumers' trust of the internet store, and then raised consumers' will to buy at the internet store. When consumers buy at internet stores, they pay attention to the security of the transactions which the stores provide. This research found that among all variables of information richness for consumers' internet shopping, the marketing stimulus and the security of transactions highly affect the shopping will of undergraduates on the internet. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。