| dc.contributor.advisor | 賴建都 | zh_TW |
| dc.contributor.advisor | Lai, Chien Tu | en_US |
| dc.contributor.author (Authors) | 羅玉婷 | zh_TW |
| dc.contributor.author (Authors) | Roguska, Justyna | en_US |
| dc.creator (作者) | 羅玉婷 | zh_TW |
| dc.creator (作者) | Roguska, Justyna | en_US |
| dc.date (日期) | 2010 | en_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) | G0096461011 | en_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) | 96461011 | zh_TW |
| dc.description (描述) | 99 | zh_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 IABSTRACT IITABLE OF CONTENTS IIILIST OF TABLES VILIST OF FIGURES VIICHAPTER ONE INTRODUCTION 11.1. Research Background and Motivations 11.2. Online Consumer Behavior as a Research Phenomenon 21.3. Purpose of the Study 3CHAPTER TWO LITERATURE REVIEW 42.1 Conditions of Internet Usage in Poland 42.2. Theory of Reasoned Action (TRA) 102.2.1. Three Components of the Theory 122.2.2. The Application of TRA in Various Studies 132.2.3. Summary 142.3. Technology Acceptance Model 152.3.1. Technology Acceptance Model Applied for Website 182.4. Internet Experience and Internet Heavy Users 18CHAPTER THREE METHODOLOGY 213.1. Research Design and Variables 213.1.1. Online Purchase Ease of Use 223.1.2. Online Purchase Usefulness 223.1.3. Attitude towards Online Purchasing 233.1.4. Subjective Norm 233.1.5. Online Purchase Intention 233.1.6. Internet Experience and Heavy Internet Users 243.2. Research Framework and Hypotheses 243.3. Development of the Measurement 253.3.1. Operationalization of Variables 263.3.2. Dependent Variables and Independent Variables 283.3.3. Questionnaire 283.3.4. Validity and Reliability 303.4. Data Collection and Sampling Population 313.5. Data Analysis Techniques 31CHAPTER FOUR DATA ANALYSIS AND FINDINGS 324.1. Sample Structure 324.2. Measurement Model 374.3. Hypotheses Testing 394.4 Summary 454.5 Discussion 46CHAPTER FIVE CONCLUSION AND RECOMENDATIONS 495.1 Conclusion 495.1 Limitations 505.2 Recommendations for Future Research 50REFERENCES 52APPENDICES 67Appendix 1 Questionnaire – original Polish version 67Appendix 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/#G0096461011 | en_US |
| dc.subject (關鍵詞) | online shopping behavior | en_US |
| dc.subject (關鍵詞) | regular Internet users | en_US |
| dc.subject (關鍵詞) | heavy Internet users | en_US |
| dc.subject (關鍵詞) | Theory of Reasoned Action | en_US |
| dc.subject (關鍵詞) | Technology Acceptance Model | en_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) | thesis | en |
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