| 摘要: | 本研究以網路書店瀏覽者為研究對象，以人口統計變項、網路使用經驗、產品涉入、知覺風險、購買意願等五個變項，透過統計分析探討影響網路書店瀏覽者的圖書購買意願之因素。 本研究採便利抽樣，使用描述性分析、信度分析、效度檢定、t檢定、單因子變異數分析、雪費（Scheffe）多重比較分析、皮爾遜積差相關等統計方法，其結果為： 1.不同人口統計變項之網路書店瀏覽者在產品涉入、知覺風險及購買意願等變項間呈現部分顯著差異。人口統計變項以「年齡」、「收入」、「教育程度」為部分顯著差異。 2.不同網路使用經驗之網路書店瀏覽者在產品涉入、知覺風險及購買意願等變項間呈現部分顯著差異。網路使用經驗變項以「接觸網路時間」、「瀏覽一個網路書店的平均時間」、「網路操作方式熟悉程度」為部份顯著差異。 3.產品涉入會影響網路書店瀏覽者的網路購買意願，且產品涉入愈高則購買意願越高。 4.知覺風險會影響網路書店瀏覽者的網路購買意願，且知覺風險愈高則網路購物意願越低。
This study focuses on on-line bookstore web visitors, but the real consumption behavior of book purchaser is more meaningful to a researcher. That is why this study was targeted on the Product Involvement, Perceived Risk, Experience of Web-site Using, which influence the purchase intention of book on Internet. This study uses analytical methods included descriptive statistics, reliability analysis, validity analysis, t-test, one-way ANOVA, Scheffe multiple comparison analysis and Pearson correlation. The findings are as follows： 1.There are partly significant differences in Product Involvement, Perceived Risk and Purchase Intention among the various population statistics of Web Visitors of On-line Bookstore. In comsumers' demographics, there are partly significant differences among Age, Income, and Education categories. 2.There are partly significant differences in Product Involvement, Perceived Risk and Purchase Intention among the various Internet usage and experience of Web Visitors of On-line Bookstore. In Internet Use Experience variables, it shows partly significant differences among Time of Contacting with the Internet, Average Time of Viewing an Internet Bookstore, and Familiarity with Using Internet. 3.Product Involvement will affect purchase intention of Web Visitors of On-line Bookstore. The higher the Product Involvement, the higher the purchase intention on Internet. 4.Perceived risk will affect purchase intention of Web Visitors of On-line Bookstore. The higher the perceived risk, the lower the purchase intention on Internet. |
