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題名 網路購物行為 — 行動原因理論暨科技接受模式之研究
A study on online shopping behavior –
作者 羅玉婷
Roguska, Justyna
貢獻者 賴建都
Lai, Chien Tu
羅玉婷
Roguska, Justyna
關鍵詞 online shopping behavior
regular Internet users
heavy Internet users
Theory of Reasoned Action
Technology Acceptance Model
日期 2010
上傳時間 5-Oct-2011 14:45:56 (UTC+8)
摘要 Predicting customers’ intention to purchase products online is an important issue. This thesis aims to understand how online shopping decision is determined by individual’s intention to buy via Internet and his/her attitude toward e-purchase. This study by integrating the Theory of Reasoned Action (TRA) with the Technology Acceptance Model (TAM), attempts to understand how website usefulness and ease of use, as well as customers’ attitude toward online shopping, influence purchase intention influence the online purchase. Those two models adopted in an online environment were used to analyze the outcome of the survey among Polish e-shoppers. By adopting the idea of regular and heavy Internet users, this study tries to differentiate the online shopping behavior in those two groups. The findings of the thesis have been found to be partially consistent with both models. However the difference between heavy and regular Internet users in frequency of buying online has not been confirmed.
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描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
96461011
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096461011
資料類型 thesis
dc.contributor.advisor 賴建都zh_TW
dc.contributor.advisor Lai, Chien Tuen_US
dc.contributor.author (Authors) 羅玉婷zh_TW
dc.contributor.author (Authors) Roguska, Justynaen_US
dc.creator (作者) 羅玉婷zh_TW
dc.creator (作者) Roguska, Justynaen_US
dc.date (日期) 2010en_US
dc.date.accessioned 5-Oct-2011 14:45:56 (UTC+8)-
dc.date.available 5-Oct-2011 14:45:56 (UTC+8)-
dc.date.issued (上傳時間) 5-Oct-2011 14:45:56 (UTC+8)-
dc.identifier (Other Identifiers) G0096461011en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/51355-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 96461011zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) Predicting customers’ intention to purchase products online is an important issue. This thesis aims to understand how online shopping decision is determined by individual’s intention to buy via Internet and his/her attitude toward e-purchase. This study by integrating the Theory of Reasoned Action (TRA) with the Technology Acceptance Model (TAM), attempts to understand how website usefulness and ease of use, as well as customers’ attitude toward online shopping, influence purchase intention influence the online purchase. Those two models adopted in an online environment were used to analyze the outcome of the survey among Polish e-shoppers. By adopting the idea of regular and heavy Internet users, this study tries to differentiate the online shopping behavior in those two groups. The findings of the thesis have been found to be partially consistent with both models. However the difference between heavy and regular Internet users in frequency of buying online has not been confirmed.zh_TW
dc.description.tableofcontents ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1. Research Background and Motivations 1
1.2. Online Consumer Behavior as a Research Phenomenon 2
1.3. Purpose of the Study 3
CHAPTER TWO LITERATURE REVIEW 4
2.1 Conditions of Internet Usage in Poland 4
2.2. Theory of Reasoned Action (TRA) 10
2.2.1. Three Components of the Theory 12
2.2.2. The Application of TRA in Various Studies 13
2.2.3. Summary 14
2.3. Technology Acceptance Model 15
2.3.1. Technology Acceptance Model Applied for Website 18
2.4. Internet Experience and Internet Heavy Users 18
CHAPTER THREE METHODOLOGY 21
3.1. Research Design and Variables 21
3.1.1. Online Purchase Ease of Use 22
3.1.2. Online Purchase Usefulness 22
3.1.3. Attitude towards Online Purchasing 23
3.1.4. Subjective Norm 23
3.1.5. Online Purchase Intention 23
3.1.6. Internet Experience and Heavy Internet Users 24
3.2. Research Framework and Hypotheses 24
3.3. Development of the Measurement 25
3.3.1. Operationalization of Variables 26
3.3.2. Dependent Variables and Independent Variables 28
3.3.3. Questionnaire 28
3.3.4. Validity and Reliability 30
3.4. Data Collection and Sampling Population 31
3.5. Data Analysis Techniques 31
CHAPTER FOUR DATA ANALYSIS AND FINDINGS 32
4.1. Sample Structure 32
4.2. Measurement Model 37
4.3. Hypotheses Testing 39
4.4 Summary 45
4.5 Discussion 46
CHAPTER FIVE CONCLUSION AND RECOMENDATIONS 49
5.1 Conclusion 49
5.1 Limitations 50
5.2 Recommendations for Future Research 50
REFERENCES 52
APPENDICES 67
Appendix 1 Questionnaire – original Polish version 67
Appendix 2 Questionnaire – English translation 72
zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096461011en_US
dc.subject (關鍵詞) online shopping behavioren_US
dc.subject (關鍵詞) regular Internet usersen_US
dc.subject (關鍵詞) heavy Internet usersen_US
dc.subject (關鍵詞) Theory of Reasoned Actionen_US
dc.subject (關鍵詞) Technology Acceptance Modelen_US
dc.title (題名) 網路購物行為 — 行動原因理論暨科技接受模式之研究zh_TW
dc.title (題名) A study on online shopping behavior –en_US
dc.type (資料類型) thesisen
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