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題名 消費者對網路商店信任、態度及網路購物意願之研究
作者 陳建興
貢獻者 陳建維
陳建興
關鍵詞 網路購物
網路購物者特性
網路商店屬性
態度
意願
日期 2008
上傳時間 9-May-2016 11:26:26 (UTC+8)
摘要 　　網路市場的經濟產值中潛藏巨大商機，且因網路購物市場的進入障礙不高，於是吸引了大批老手新兵加入此一競爭領域。對於網路業者而言，必須了解網路市場中消費者的特性以及其所在意的網路商店屬性。消費者進行網路交易時，因缺乏實體的商品及店鋪，便容易對網路商店信任及負面的態度。因此，要如何藉由主觀的消費者的特性以及客觀的網路商店屬性，以降低消費者主觀的不信任感及負面的態度，進而增進消費者對網路購物之意願，尤其是業者所重視的議題。
     　　本研究基於上述理由，旨在探討根據不同的網路購物者特性與網路商店屬性下，是否新增消費者的網路購物意願？並實證信任、態度與網路購物者特性、商店屬性、購物意願之間的關係，以彌補過去研究之不足。
     　　由實證結果可以發現，整體模型具有相當的適配度，其研究結果如下：
     ㄧ、對網路商店信任具有顯著的正向影響的有：網路商店屬性(如：網站商譽、網站安全機制、服務品質、產品資訊)與網路購物者特性(從眾行為、追求流行)　　
     二、對網路商店之態度具有顯著的正向影響的有：網路購物者特性(如從眾行為、追求流行、線上購物認知價值)，網路商店屬性(網站商譽、網站安全機制、服務品質、產品資訊)與其對網路商店之信任；反向影響關係的有：網路購物者特性(如：線上購物認知風險、逛街購物態度)。
     三、對網路購物之意願具有顯著的正向影響的有：網路購物者特性(如：從眾行為、追求流行、線上購物認知價值)，網路商店屬性(如：網站商譽、服務品質、產品資訊)與其對網路商店之態度。
     　　由上述結果可得知，網路商店業者應強化本身網站屬性，以及了解消費者內心的想法，以提升消費者對其的信任感與正面態度，這才是影響消費者網路購物意願的關鍵因素。
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描述 碩士
國立政治大學
國際經營與貿易學系
95351040
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095351040
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 陳建興zh_TW
dc.creator (作者) 陳建興zh_TW
dc.date (日期) 2008en_US
dc.date.accessioned 9-May-2016 11:26:26 (UTC+8)-
dc.date.available 9-May-2016 11:26:26 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 11:26:26 (UTC+8)-
dc.identifier (Other Identifiers) G0095351040en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/94662-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 95351040zh_TW
dc.description.abstract (摘要) 　　網路市場的經濟產值中潛藏巨大商機，且因網路購物市場的進入障礙不高，於是吸引了大批老手新兵加入此一競爭領域。對於網路業者而言，必須了解網路市場中消費者的特性以及其所在意的網路商店屬性。消費者進行網路交易時，因缺乏實體的商品及店鋪，便容易對網路商店信任及負面的態度。因此，要如何藉由主觀的消費者的特性以及客觀的網路商店屬性，以降低消費者主觀的不信任感及負面的態度，進而增進消費者對網路購物之意願，尤其是業者所重視的議題。
     　　本研究基於上述理由，旨在探討根據不同的網路購物者特性與網路商店屬性下，是否新增消費者的網路購物意願？並實證信任、態度與網路購物者特性、商店屬性、購物意願之間的關係，以彌補過去研究之不足。
     　　由實證結果可以發現，整體模型具有相當的適配度，其研究結果如下：
     ㄧ、對網路商店信任具有顯著的正向影響的有：網路商店屬性(如：網站商譽、網站安全機制、服務品質、產品資訊)與網路購物者特性(從眾行為、追求流行)　　
     二、對網路商店之態度具有顯著的正向影響的有：網路購物者特性(如從眾行為、追求流行、線上購物認知價值)，網路商店屬性(網站商譽、網站安全機制、服務品質、產品資訊)與其對網路商店之信任；反向影響關係的有：網路購物者特性(如：線上購物認知風險、逛街購物態度)。
     三、對網路購物之意願具有顯著的正向影響的有：網路購物者特性(如：從眾行為、追求流行、線上購物認知價值)，網路商店屬性(如：網站商譽、服務品質、產品資訊)與其對網路商店之態度。
     　　由上述結果可得知，網路商店業者應強化本身網站屬性，以及了解消費者內心的想法，以提升消費者對其的信任感與正面態度，這才是影響消費者網路購物意願的關鍵因素。		zh_TW
dc.description.tableofcontents 第一章 緒論........................................ 1
     　第一節 研究背景.............................1
     　第二節　研究動機........................... 2
     　第三節 研究問題與的..................... 4
     　第四節 研究流程....................... 5
     第二章　文獻探討............................. 6
     　第一節 物市場................................... 6
     　第二節 網路購物者特性............................. 8
     　第三節 網路商店屬性.........................18
     　第四節 信任................................... 25
     　第五節 態度.................................. 30
     　第六節 購買意願................................ 33
     第三章 研究設計與研究方法.......................... 36
     　第一節 研究架構................................... 36
     　第二節 研究假設................................... 38
     　第三節 變數的衡量構面與問項................... 42
     　第四節 問卷內容與資料蒐集....................... 46
     　第五節 問卷回收................................. 47
     　第六節 資料分析方法............................ 48
     第四章 研究結果與討論............................. 50
     　第一節 敘述性統計分析.......................... 50
     　第二節 因素分析與信度檢定....................... 54
     　第三節 各構念關係之迴歸分析.................... 67
     　第四節 假設驗證與結果彙整....................... 73
     第五章 結論與建議............................... 79
     　第一節 研究結論................................. 79
     　第二節 管理意涵與建議........................... 80
     　第三節 研究限制與未來研究方向.................... 83
     參考文獻......................................... 85
     附錄 研究問卷............................. 97		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095351040en_US
dc.subject (關鍵詞) 網路購物zh_TW
dc.subject (關鍵詞) 網路購物者特性zh_TW
dc.subject (關鍵詞) 網路商店屬性zh_TW
dc.subject (關鍵詞) 態度zh_TW
dc.subject (關鍵詞) 意願zh_TW
dc.title (題名) 消費者對網路商店信任、態度及網路購物意願之研究zh_TW
dc.type (資料類型) thesisen_US
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