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系統識別號 U0026-2106201010574600
論文名稱(中文) 產品特性、網站特性與消費者特性對購買意圖之影響
論文名稱(英文) The Influences of Product Characteristic, Website Characteristic and Consumer Characteristic on Purchase Intention
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生(中文) 蘇建源
研究生(英文) Chien-Yuan Su
學號 r4697128
學位類別 碩士
語文別 中文
論文頁數 61頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-蔡明田
中文關鍵字 產品特性  網站特性  消費者特性  購買意圖 
英文關鍵字 Product Characteristic  Website Characteristic  Consumer Characteristic  Purchase Intention 
學科別分類
中文摘要 隨著網際網路使用人口逐漸增加,網路科技的日新月異,網路已經在人類的日常活動中扮演相當重要的角色,本研究試圖找出影響消費者從事網路購買之因素,藉此希望瞭解消費者之行為。
本研究針對影響網路購物的影響因素(產品特性、網站特性、消費者特性)進行分析,探討這些因素對消費者購買意圖的直接影響,與透過規範性評估產生的間接影響,並且探討人口統計變數對各變數間影響之差異性。在研究中以台灣地區有上網經驗的消費者為研究對象進行問卷調查,總計回收有效問卷有306 份(有效回收率84%),再以此樣本進行分析。
本研究運用不同的迴歸模型來驗證產品特性、網站特性、消費者特性、規範性評估與購買意圖之關係,並利用T 檢定、MANOVA 分析來探討不同人口統計變數在不同構面間之表現是否有顯著的差異存在。驗證結果顯示:一、產品特性對規範性評估產生正向直接的影響。二、產品特性、網站特性、消費者特性對購買意圖皆會產生正向直接的影響。三、規範性評估對購買意圖會產生正向直接的影響。四、產品特性透過規範性評估中介作用對購買意圖會產生間接影響。五、不同之人口統計變數在產品特性、網站特性、消費者特性、規範性評估與購買意圖等構面上存在顯著差異。
英文摘要 More and more people surf in the internet and the technology changes rapidly, so the internet is playing a very important role in human’s daily activities. This study attempts to find out the factors which influence consumers’ purchasing behavior in the internet.
This study analyzes the effects of product characteristic, website characteristic and consumer characteristic on normative evaluation and purchase intention, and whether are significant differences of demographics against different dimensions. Out of 365 questionnaires sent to the Taiwanese internet users, 306 valid questionnaires were returned (resulting in a valid returning rate of 84%).
The relationships between product characteristic, website characteristic, consumer characteristic, normative evaluation and purchase intention were examined by regression model. Meanwhile, T-test and MANOVA analysis were used to find out whether are significant differences of demographics against different variables. The major findings of this study were concluded as below.
Firstly, product characteristic has a significant and positive effect on the normative evaluation. Secondly, product characteristic, website characteristic and consumer characteristic have significant and positive effects on purchase intention. Thirdly, the normative evaluation has positive and direct effects on purchase intention. Fourthly, product characteristic has an indirect effect on purchase intention through the mediating effect of normative evaluation. Finally, demographics has significant differences against product characteristic, website characteristic, consumer characteristic, normative evaluation and purchase intention.
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 2
第三節 研究流程 4
第二章 文獻探討 5
第一節 產品特性 5
第二節 網站特性 7
第三節 消費者特性 8
第四節 規範性評估 9
第五節 購買意圖 10
第六節 各構面間關係探討 12
第三章 研究方法 15
第一節 研究架構 15
第二節 研究變數之操作型定義 16
第三節 研究假說 19
第四節 問卷設計 20
第五節 抽樣設計 25
第六節 資料分析方法 25
第四章 研究結果與討論 28
第一節 研究樣本與變項之描述性分析 28
第二節 因素與信度分析 33
第三節 人口統計變項在產品特性、網站特性、消費者特性、規範性評估與購買意圖之差異 38
第四節 產品特性、網站特性、消費者特性、規範性評估、購買意圖間之影響 43
第五節 構面變項之中介效果分析 48
第五章 結論與建議 50
第一節 研究結論 50
第二節 研究貢獻 52
第三節 研究限制 53
第四節 後續研究建議 53
參考文獻 54
附錄 58
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