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題名 中年族群成為網際網路使用者及消費者之潛力
Internet Commerce Potential of the Middle Aged Population in Taiwan
作者 侯雅茹
Helen Hou, Ya-Zoe
貢獻者 管郁君
Eugenia Huang
侯雅茹
Helen Hou, Ya-Zoe
關鍵詞 中年族群之潛力
使用者分群
產品服務
潛在市場
動機及正面因素
負面因素
阻礙因素
網際網路之成長
Middle-aged Internet potential
user segmentation
products and services
promising Taiwan markets
enablers
deterrents
prohibitors
Internet growth
日期 2000
上傳時間 31-Mar-2016 15:43:18 (UTC+8)
摘要 The merging of business operations with computers and the Internet has largely transformed our way of life. In less than a decade, the Internet evolved from a primarily academic network into a highly sophisticated commercial marketing medium. It encompasses a variety of business and personal utilities and is accessible to a wide range of organizations and individuals.
     Statistics indicate phenomenal growth in the number of Internet users and consumers. In Taiwan, the government has embarked on a National Information Infrastructure project, in which the initial effort centered on the promotion of Internet use. Despite the recent explosion in Internet growth, little has been done to target the middle-aged group on the Web.
     In an effort to discover potential Internet users, Internet consumers, and new uses of the Net, this research focuses on middle-aged people in Taiwan and studies the results of different attitudes toward and behaviors on the Internet. This research profiles the population into three groups: non-Internet users, Internet users and Internet consumers and determines factors that enable or deter each group from either using or purchasing on the Internet. The study also projects potential and popular products and features that may boost electronic sales.
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     “Online shoppers say they`d buy more if they could speak to someone,” http://www.nfoi.com/nfointeractive/nfoipr42099.asp
     “Promise not to tell and I’ll gladly shop on-line,” http://www.nfoi.com/nfointeractive/nfoipr81699.asp
     “Seven Web site attributes drive consumer satisfaction of financial service Web sites,” http://www.nfoi.com/nfointeractive/nfoi_sites.asp
     [54] Neilsen Media Research, http://nielsenmedia.com
     [55] Nua, http://www.nua.ie/about/index.html
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描述 碩士
國立政治大學
資訊管理學系
87356027
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002002102
資料類型 thesis
dc.contributor.advisor 管郁君zh_TW
dc.contributor.advisor Eugenia Huangen_US
dc.contributor.author (Authors) 侯雅茹zh_TW
dc.contributor.author (Authors) Helen Hou, Ya-Zoeen_US
dc.creator (作者) 侯雅茹zh_TW
dc.creator (作者) Helen Hou, Ya-Zoeen_US
dc.date (日期) 2000en_US
dc.date.accessioned 31-Mar-2016 15:43:18 (UTC+8)-
dc.date.available 31-Mar-2016 15:43:18 (UTC+8)-
dc.date.issued (上傳時間) 31-Mar-2016 15:43:18 (UTC+8)-
dc.identifier (Other Identifiers) A2002002102en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/83302-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 87356027zh_TW
dc.description.abstract (摘要) The merging of business operations with computers and the Internet has largely transformed our way of life. In less than a decade, the Internet evolved from a primarily academic network into a highly sophisticated commercial marketing medium. It encompasses a variety of business and personal utilities and is accessible to a wide range of organizations and individuals.
     Statistics indicate phenomenal growth in the number of Internet users and consumers. In Taiwan, the government has embarked on a National Information Infrastructure project, in which the initial effort centered on the promotion of Internet use. Despite the recent explosion in Internet growth, little has been done to target the middle-aged group on the Web.
     In an effort to discover potential Internet users, Internet consumers, and new uses of the Net, this research focuses on middle-aged people in Taiwan and studies the results of different attitudes toward and behaviors on the Internet. This research profiles the population into three groups: non-Internet users, Internet users and Internet consumers and determines factors that enable or deter each group from either using or purchasing on the Internet. The study also projects potential and popular products and features that may boost electronic sales.		en_US
dc.description.tableofcontents 封面頁
     證明書
     致謝詞
     論文摘要
     目錄
     表目錄
     圖目錄
     CHAPTER 1 INTRODUCTION
     1.1. FOREWORD
     1.2. BACKGROUND AND MOTIVATION
     1.2.1 Internet statistics
     1.3. RESEARCH OBJECTIVES AND RESEARCH QUESTIONS
     1.4. RESEARCH CONTRIBUTIONS
     CHAPTER 2 LITERATURE REVIEW
     2.1. UNDERSTANDING THE INTERNET
     2.1.1 Origins of the Internet
     2.1.2 Advantages and Disadvantages of the Internet
     2.1.3 User segments
     2.1.4 Internet Churn
     2.2. INTERNET USES
     2.2.1 Major use categories of the Internet
     2.2.2 Major commercial or business uses of the Internet
     2.2.3 Internet commerce
     2.3. INTERNET DEMOGRAPHICS
     2.4. TAIWAN DEMOGRAPHICS
     2.5. ENABLERS AND MOTIVATORS
     2.5.1 General
     2.5.2 On-line shopping
     2.6. PROBLEMS, OBSTACLES AND DETERRENTS
     CHAPTER 3 METHODOLOGY
     3.1. RESEARCH STRATEGY
     3.2. RESEARCH STRUCTURE:
     3.3. HYPOTHESIS
     3.4. OPERATIONAL DEFINITIONS
     3.4.1 User groups
     3.4.2 Enabler, prohibitor and deterrent factors
     3.4.3 General demographics
     3.4.4 Products and services
     3.5. QUESTIONNAIRE DESIGN
     3.6. RESEARCH DESIGN
     3.6.1 The research process is as follows:
     3.6.2 Survey methodology
     3.6.3 Sample selection
     3.6.4 Data collection method and unit of analysis
     3.6.5 Data analysis
     CHAPTER 4 DATA ANALYSIS AND RESULTS
     4.1. RESPONSE TO QUESTIONNAIRE
     4.2. SAMPLE STRUCTURE OF COLLECTED DATA
     4.3. USER GROUP DESCRIPTIONS
     4.4. COMPUTER, INTERNET USAGE AND PROFILE DESCRIPTION
     4.4.1. CHI-SQUARE AND ANOVA ANALYSES ON PROFILE
     4.4.1.a. Computer usage, Internet usage and Profile – All
     Computer year
     Computer time per week
     Net year
     Net time per week
     Primary access location
     Occupation
     Age
     Education level
     Gender
     Marital status
     Individual income
     4.4.1.b. Computer usage, Internet usage, and Profile - over 35
     Computer year
     Computer time per week
     Net year
     Net time per week
     Age
     Education level
     Gender
     Marital status
     4.4.1.c. Computer usage, Internet usage and Profile - under 35
     Computer year
     Computer time per week
     Net year
     Net time per week
     Primary access location
     Occupation
     Age
     Under 20
     Education level
     Gender
     Marital status
     Individual income
     4.5. PRODUCT SUITABILITY
     4.5.1. Ranking of product suitability
     All
     Over 35
     Under 35
     4.5.2. ANOVA and Post Hoc on product suitability items
     4.5.3. Factor analysis on product suitability
     4.5.4. Factored ANOVA and Post Hoc on product suitability
     4.6. PRODUCT DESIRABILITY
     4.6.1. Ranking of product desirability
     All
     Over 35
     Under 35
     4.6.2. ANOVA and Post Hoc on product desirability variables
     4.6.3. Factor analysis on product desirability
     4.6.4. ANOVA and Post Hoc
     4.7. PRODUCT CORRELATION
     4.8. PRODUCT CONSIDERATIONS
     4.8.1. Ranking of product considerations
     All
     Over 35
     Under 35
     4.8.2. ANOVA and Post Hoc
     4.8.3. Factor analysis on product considerations
     4.8.4. ANOVA and Post Hoc
     4.9. USER ENABLER
     4.9.1. Ranking of user enablers
     All
     Over 35
     Under 35
     4.9.2. ANOVA and Post Hoc Tests on user enabler variables
     4.9.3. Factor analysis on user enablers
     4.9.4. ANOVA and Post Hoc on factored user enablers
     4.10. CONSUMER ENABLER
     4.10.1. Ranking of consumer enablers
     All
     Over 35
     Under 35
     4.10.2. Factor analysis on consumer enablers
     4.11. USER PROHIBITOR
     4.11.1. Ranking of user prohibitors
     All
     Over 35
     Under 35
     4.11.2. Factor analysis on user prohibitors
     4.11.3. Ranking of factored user prohibitors
     4.12. USER DETERRENT
     4.13. CONSUMER DETERRENT
     4.14. NONUSER PROHIBITORS
     4.15. SUMMARY
     4.15.1. Hypothesis
     4.15.2. Top rankings
     4.16. RELIABILITY ANALYSIS AND VALIDITY OF THE QUESTIONNAIRE
     CHAPTER 5 CONCLUSION & SUGGESTIONS
     5.1. FINDINGS AND SUGGESTIONS
     5.2. LIMITATIONS OF THE RESEARCH
     5.3. FURTHER STUDIES
     REFERENCE
     APPENDIX INDEX
     APPENDIX		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002002102en_US
dc.subject (關鍵詞) 中年族群之潛力zh_TW
dc.subject (關鍵詞) 使用者分群zh_TW
dc.subject (關鍵詞) 產品服務zh_TW
dc.subject (關鍵詞) 潛在市場zh_TW
dc.subject (關鍵詞) 動機及正面因素zh_TW
dc.subject (關鍵詞) 負面因素zh_TW
dc.subject (關鍵詞) 阻礙因素zh_TW
dc.subject (關鍵詞) 網際網路之成長zh_TW
dc.subject (關鍵詞) Middle-aged Internet potentialen_US
dc.subject (關鍵詞) user segmentationen_US
dc.subject (關鍵詞) products and servicesen_US
dc.subject (關鍵詞) promising Taiwan marketsen_US
dc.subject (關鍵詞) enablersen_US
dc.subject (關鍵詞) deterrentsen_US
dc.subject (關鍵詞) prohibitorsen_US
dc.subject (關鍵詞) Internet growthen_US
dc.title (題名) 中年族群成為網際網路使用者及消費者之潛力zh_TW
dc.title (題名) Internet Commerce Potential of the Middle Aged Population in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) [1] “A brief introduction to the Republic of China – people,” http://www.taipei.org/info/99roc/people.htm
     [2] “A brief introduction to R.O.C,” http://www.taipei.org/info/99roc/main.htm
     [3] “A brief introduction to R.O.C – education,” http://www.taipei.org/info/99roc/education.htm
     [4] ACNielson, http://acnielsen.com/products/reports/netratings/selectviews.htm
     [5] “ACNielsen study sheds new light on purchasing behavior of Internet users,” Business Credit, Vol. 98 Issue 7, Jul/Aug 1996, p. 45.
     [6] Adler, R., “Older adults and computers: report of a national survey, http://www.seniournet.org/intute/survey2.html, 1996
     [7] AMA and Tierney & Partners, http://www.amanet.org
     [8] Barron, Christina., “Internet: the European connection -cover story,” Europe, Issue 363, Feb 1997, pp. 6-10.
     [9] Bell, Hudson., Tang, Nelson. K. H., “The effectiveness of commercial Internet Web sites: a user’s perspective,” Internet Research: Electronic Networking Applications and Policy, Vol. 8, No. 3, 1998, pp. 219-228.
     [10] Breakwell, G.M., Fife-Schaw, C., “Ageing and the impact of new technology,” Social Behavior, Vol. 3, 1988 pp. 119-130.
     [11] Brickfield, C. R., “Attitudes and perceptions of older people toward technology. In Robinson, R. K., Livingston, J., Bitten, J.E., (Eds.), “ Aging and technological advances,” New York: Plenum, 1984, pp. 313.
     [12] Burke, R.R., “Do you see what I see? The future of virtual shopping,” Journal of Academy of Marketing Science, 197, Vol. 25, pp. 352-60.
     [13] Charness, N., Schmann, C.E., Boritz, G..M., “Training older adults in work processing: effects of age, training technique and computer anxiety,” International Journal of Technology and Aging, Vol. 5, No.1, 1992, pp. 79-106.
     [14] Clark, Tim., “Japanese Web users: a market profile,” Computing Japan, Vol. 4 Issue 5, May 1997, pp. 43-45.
     [15] Cocksburn, C., Wilson, T.D., “Business use of the World Wide Web,” International Journal of Information Management, Vol.16, No. 2, 1996 pp. 83-102.
     [16] CommerceNet/Nielson, “Internet demographics recontact study March/April 1996 executive summary,” 1996, http://www.commerce.net/nielsen/exec.html.
     [17] CyberAtlas http://cyberatlas.com
     [18] Danowski, J.A., Sacks, W., “Computer communication and the elderly,” Experimental Aging Research, Vol. 6, No. 2, 1980, pp. 125-135.
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