網站特性、產品特性、促銷方案及口碑對消費者網路購買意願影響之研究－以網購食品為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/17424

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Title:	網站特性、產品特性、促銷方案及口碑對消費者網路購買意願影響之研究－以網購食品為例
Other Titles:	THE EFFECTS OF WEBSITE CHARACTERISTICS, PRODUCT CHARACTERISTICS , PROMOTION TYPE AND WORD-OF-MOUTH TO CONSUMER'S PURCHASE INTENTION THROUGH INTERNET--EVIDENCE FROM NET PURCHASE FOOD
Authors:	蔡易霖 Tsai, Yi-lin
Contributors:	企業管理系管理科學碩博士班紀信光 Hsin-kuang Chi
Keywords:	促銷方案;口碑;購買意願;網站特性;產品特性 Product Characteristics;Promotion Type;Website Characteristics;Purchasing Intention;Word-of-Mouth
Date:	2013
Issue Date:	2014-12-23 10:47:16 (UTC+8)
Abstract:	隨著時代的變遷，網際網路的興起及普遍，許多食品產業開始以網際網路為媒介去尋找商機，也改變原先實體通路的經營模式，紛紛進入網路線上購物。然而消費者對於網站特性的認同、網站中所展示之產品的產品特性、銷售時的促銷方案及消費者針對產品的口碑不同，所產生的網路線上購物行為也就不同，並進而影響其購買意願。　　　本研究以網站特性為及網站特性為自變數，購買意願為依變數，產品特性及促銷方案為中介變數，口碑為干擾變數。並探討網站特性在產品特性之中介效果對於購買意願的影響、探討產品特性在促銷方案之中介效果對於購買意願的影響、探討產品特性在口碑之干擾效果對於購買意願的影響。　　　本研究採用問卷調查方式蒐集資料，以有上網購物的網路使用者為調查對象，共發出350份問卷，有效問卷328份。透過spss分析之研究結果顯示：(1)網站特性對對產品特性有顯著影響。(2) 網站特性對對產品特性有顯著影響。(3)產品特性對購買意願有顯著影響。(4)產品特性對促銷方案有顯著影響。(5)促銷方案對購買意願有顯著影響。(6)口碑對購買意願有顯著影響。(7)產品特性在網站特性對購買意願的影響中存在著部分中介效果。(8)促銷方案在產品特性對購買意願中存在著部分中介效果。(9)口碑在產品特性及購買意願的影響中不存在調節效果。　　As times change, internet starting and universal, many food industries start take the internet to seek the opportunity as the medium, also changes the original entity circuit the management pattern, gradually into the Internet to shop online. However, the identity of the user for the website characteristics, product characteristics in the website, sales of products and other consumers for the word of mouth of the product produces the shopping online behavior is also different, then influence purchasing intention.　　　Thereby, the study uses website characteristics and product characteristics as the antecedent variable, purchasing intention as the dependent variable, product characteristics and promotion type as the mediating variable, and word-of-mouth as the moderating variable, and explore the mediating effect of the product characteristics between website characteristics and purchase intention ,and explore the mediating effect of the product characteristics between website characteristics and purchase intention. explore the moderating effect of the word-of-mouth between product characteristics and purchase intention.　　　This study used questionnaires to collect data, with Internet users have online shopping as subjects, altogether sends out 350 questionnaire, effective questionnaire 328. The results of the study are (1) website characteristic are significant affected to the product characteristic. (2) website characteristic are significant affected to the purchasing intention. (3) product characteristic are significant affected to the purchasing intention. (4) product characteristics are significant affected to the promotion type. (5) promotion type are significant affected to the purchasing intention. (6) word-of-mouth are significant affected to the purchasing intention. (7) product characteristic has mediating effect on the relationship between the website characteristic and the purchasing intention. (8) promotion type has mediating effect on the relationship between the product characteristics and the purchasing intention. (9) word-of-mouth has not a moderating effect between product characteristics and purchasing intention.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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