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題 名 | Critical Factors Influencing Taiwanese Young Adults' Willingness to Shop Online=影響臺灣青年網上消費意欲的因素 |
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作 者 | 梁丹娜; | 書刊名 | 中華管理評論 |
卷 期 | 12:4 2009.11[民98.11] |
頁 次 | 頁(4)1-(4)23 |
分類號 | 498.96 |
關鍵詞 | 臺灣青年; 網上消費; 購買行為; 電子商務; Generation Y; Online shoppers; Online purchase; E-commerce; Buying behavior; |
語 文 | 英文(English) |
英文摘要 | The objective of this study is to predict Taiwanese adult Generation Y’s online shopping model and find out what the important factors are that influence their willingness to make online purchases. The understanding of the characteristics / buying behaviors of Generation Y Internet shoppers enable marketers to customize their marketing strategies to attract both Internet shoppers and non-shoppers to make online purchases. Twelve hypotheses were developed to address the key research question. A quantitative research approach was used to gather and analyse the data. An online anonymous questionnaire survey of the national population of Generation Y Internet users aged between 18 and 27 including both online visitors (non-shoppers) and purchasers (shoppers) was conducted and 1,187 sample data were collected. The data analysis methods used in this research included descriptive analysis, independent sample t test, one-way analysis of variance (ANOVA), factor analysis, reliability and validity analysis as well as logistic regression analysis. The results presented that the important factors that influence Taiwanese adult Generation Y’s willingness to make online purchases were: risk aversion, convenience, trust, site quality, promotion and interaction function, and services for members and brand reputation. A prediction model of online shopping was formed based upon these results. his study provides guidance to e-commerce marketers to formulate effective electronic marketing strategies that encourage Generation Y online shoppers to make online purchases. Therefore, the results are important to companies currently targeting adult Generation Y consumers via e-commerce formats or those considering the possibility of targeting this population. |
本系統中英文摘要資訊取自各篇刊載內容。