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系統識別號 U0026-0812200912093193
論文名稱(中文) 網站特性、產品特性、消費者特性、服務品質及優惠政策對網路購買意願傾向之研究-以投影機商品為例
論文名稱(英文) The effects of website characteristics、product characteristics、consumer characteristics、service quality and preferential treatment on intention to purchase through Internet-Evidence from projectors
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 94
學期 2
出版年 95
研究生(中文) 劉國瑞
研究生(英文) Kuo-Jui Liu
電子信箱 chiayu8@giga.net.tw
學號 r0793146
學位類別 碩士
語文別 中文
論文頁數 105頁
口試委員 指導教授-陳忠仁
口試委員-吳學良
召集委員-張紹基
中文關鍵字 投影機  購買意願  優惠政策  服務品質  消費者特性  產品特性  網站特性 
英文關鍵字 Projector  Purchasing Intention  Preferential strategy  Service Quality  Customer characteristics  Product characteristics  Website characteristics 
學科別分類
中文摘要   隨著全球化的興起與電子商務的快速發展,愈來愈多的企業投身到網際網路中尋找商機,並將原先的經營模式由實體通路移轉至網路線上購物。在經過「網路泡沫化」的衝擊後,許多企業開始了解到電子商務要成功,必須了解有哪些因素是消費者所重視的,並讓顧客自傳統購物轉向網路購物,並在為數不少的投影機購物網站中脫穎而出,網站經營業者在制定提升消費者「網路購買意願傾向」的策略上,須透過網站特性、產品特性、消費者特性、服務品質及優惠政策的加強來提升消費者網路購買的意願。
  在研究對象部份,主要調查的母體為國內曾經拜訪過投影機購物網站之網路的族群,本研究係在網際網路上建立網路問卷來收集樣本資料,並在全台最大的入口網站刊登投影機關鍵字廣告讓有購買投影機需求的網路族群能透過搜尋引擎及發放電子郵件以告知網址連結至網路問卷。問卷回收309份,有效問卷268 份。
  實證研究結果發現:(1)網站特性對於網路商店於網路上銷售投影機予消費者有顯著的影響。因此,建議有意經營網路購物的業者在發展過程中,必須能夠了解網站特性各構面之重要性,並尋求發展最適之網站特性,以建立消費者對其網站的認同。(2)產品特性對於網路商店於網路上銷售投影機予消費者有顯著的影響。因此,業者應對於產品特性構面需予以了解網路消費者的需求並使其滿意,建立起良好的商譽,且在所銷售的產品品質上需不斷的把關,這樣才能建立產品正面的口碑及提昇銷售額,發揮網際網路無遠弗屆之正面效果。(3)消費者特性對於網路商店於網路上銷售投影機予消費者有顯著的影響。此結果顯示出要促使消費者購買其產品,相關業者都要了解目標消費族群的特性,如此才可以針對這些特性來擬定販售產品相關的行銷策略。(4)服務品質對於網路商店於網路上銷售投影機予消費者有顯著的影響。因此,業者應提升服務品質並竭盡心力以滿足網路消費者對服務品質的要求。(5)優惠政策對於網路商店於網路上銷售投影機予消費者有顯著的影響。因此,網路商店可致力於提供更具吸引力的促銷活動及讓消費者感受到更物超所值的實質優惠,方可吸引更多的消費者於網路商店上購物。如此一來,才能提高投影機購物網站的績效,讓此購物網站能夠永續經營。

英文摘要   With globalization coming and advancement of E-commerce,more and more industries find new business chance in Internet,so they transfer their original physical channel to electronic shop。To do well E-commerce, many industries shall understand what factors are important for customers,how to increase customers purchasing intention on-line instead of traditional physical channel,and how to catch customers’ attention among numberless projector sopping site。Therefore website manager need to feature website characteristics,product characteristics,customer characteristics,service quality, and Preferential strategy to attract customers and to raise purchasing intention via network。
  The research made questionnaires on website which could be linked from the largest portal site of Taiwan,and samples from people who have browsed through projector shopping site。Adopting random sampling method。there were 309 questionnaires returned, and 268 questionnaires were completed。

The major finding of this research is described as below:
1.Website characteristics influence the customer’s purchasing intention of projector via electronic shop。
2.Product characteristics influence the customer’s purchasing intention of projector via electronic shop。
3.Customer characteristics influence the customer’s purchasing intention of projector via electronic shop。
4.Service Quality influences the customer’s purchasing intention of projector via electronic shop。
5.Preferential strategy influences the customer’s purchasing intention of projector via electronic shop。

論文目次 第一章 緒論...................................... 1
第一節 研究背景與動機.............................. 1
第二節 研究目的.................................... 4
第三節 研究流程.................................... 6
第四節 論文架構.................................... 7
第二章 文獻探討..................................... 8
第一節 網路商店的定義.............................. 8
第二節 網路購物的定義............................. 10
第三節 投影機之概念及用途.................................. 11
第四節 各變數衡量的相關文獻.............................................. 17
第三章 研究設計與研究方法................................................. 40
第一節 研究架構................................................................... 41
第二節 研究假設................................................................ 42
第三節 變數的衡量構面與問項........................................... 44
第四節 抽樣方法與資料蒐集............................................... 49
第五節 問卷回收及樣本結構.......................................... 50
第六節 資料分析方法................................................................ 52
第四章 研究結果分析與討論................................................... 54
第一節 因素分析及信度分析...................................................... 55
第二節 不同控制變數在各研究變數之差異分析........................................ 66
第三節 各變數與購買意願傾向之羅吉斯迴歸分析................... 72
第五章 結論與建議.................................... 78
第一節 研究結果................................................... 78
第二節 研究貢獻......................................................... 81
第三節 建議................................................................ 83
第四節 研究限制................................................ 87
第五節 結論....................................................................... 88
參考文獻........................................................ 90
附錄-問卷...................................................... 100
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三、網站部份
1.http://www.find.org.tw 財團法人資訊工業策進會FIND網站。
2.http://www.iii.org.tw 財團法人資訊工業策進會。
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