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頁籤選單縮合
題名 | 網站和消費者的互動性對購買意願的影響之研究=The Impact of Website-Consumer Interaction on Purchase Intention |
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作者姓名(中文) | 蔡文仁; | 書刊名 | 東方學報 |
卷期 | 36 2016.03[民105.03] |
頁次 | 頁145-168 |
分類號 | 496.34 |
關鍵詞 | 網站和消費者的互動性; 感知風險; 感知價值; 購買意願; Website-consumer interaction; Perceived risk; Perceived value; Purchase intention; |
語文 | 中文(Chinese) |
中文摘要 | 現今由web2.0 和網路媒體構成的電子世界中,電子商務業者與網路消費者之間的互動越來越明顯的重要性。本研究的關注的焦點是如何將網路媒體技術融入到服務過程中,透過良好的消費者互動策略,來營造良好的消費者互動氛圍;有意識的引導消費者,提高消費者的信任度,提升消費者的感知價值,降低消費者的感知風險,降低消費者對不確定的感受,進而增強消費者購買意願。本研究採用實證分析,探討網站和消費者的互動性、感知風險、感知價值與消費者購買意願等四個面向相互影響的關聯性。並以國內線上網站排名第一的優仕網使用者為研究對象,收集有效樣本449 份,以多元迴歸與階層迴歸分析方法進行分析,研究結果如下:一、網站和消費者的互動性對感知風險具有反向影響性。二、網站和消費者的互動性對感知價值具有正向影響性。三、消費者感知風險對購買意願具有反向影響性。四、消費者感知價值對購買意願具有正向影響性。五、消費者的網購經驗程度會干擾網站和消費者的互動性與消費者感知風險之間的關係。六、消費者的網購經驗程度會干擾網站和消費者的互動性與消費者感知價值之間的關係。 |
英文摘要 | In the electronic world today, built by web 2.0 and network media, the interaction of e-commerce owners and network consumers is becoming more and more important. This study is focused on how to integrate network media technologies into service procedures, make a good interaction strategy with consumers, create a good interaction atmosphere with consumers, consciously lead consumers, raise consumer trust, raise consumer perceived value, decrease consumer perceived risk, decrease consumer uncertainty, and thus strengthen consumer purchase intention. Empirical analysis was used in this study to discuss the correlation of the four dimensions, website-consumer interaction, perceived risk, perceived value and consumer purchase intention. The subject was the users of top one website in Taiwan, Youthwant.com. 449 valid responses were received and analyzed by multiple regression and hierarchical regression. The study results revealed that: 1. Website-consumer interaction has a negative impact on perceived risk. 2. Website-consumer interaction has a positive impact on perceived value. 3. Consumer perceived risk has a negative impact on purchase intention. 4. Consumer perceived value has a negative impact on purchase intention. 5. Consumer on-line purchase experience will interfere with the relationship between website-consumer interaction and consumer perceived risk. 6. Consumer on-line purchase experience will interfere with the relationship between website-consumer interaction and consumer perceived value. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。