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請使用永久網址來引用或連結此文件:
http://nhuir.nhu.edu.tw/handle/987654321/24713
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| 題名: | 從效用與娛樂的整合觀點探討網路購物之行為 |
| 其他題名: | A Study of Online Shopping from an Integration of Utilitarian and Hedonic Perspectives |
| 作者: | 吳萬益 |
| 貢獻者: | 南華大學企業管理學系 |
| 關鍵詞: | 信任;價值;認知-情感態度;再購意願
trust;value;cognition-based attitude;affect-based attitude;repurchasing intention |
| 日期: | 2015 |
| 上傳時間: | 2016-11-07 15:24:10 (UTC+8) |
| 摘要: | 電子商務交易在近幾年成長快速，在eMarketer的報告中顯示，無論是交易人數或交易金額均呈現穩定持續的上升。許多過去的研究都曾討論態度對接受新科技及新購物環境的重要性，也證實態度對消費者的決策確實有顯著的影響。但過去的研究著重於網路商店對消費者價值、信任及態度的影響，鮮少將消費者特性及社會因素對網路購物所產生的影響整合成完整的模式進行討論。再者，網路購物時之中介變數與干擾變數也是非常值得關注之研究議題，過去的研究常常僅專注於理性態度的影響，或僅著重於感性因素的影響，而理性與感性態度之整合效果目前仍研究不多。本研究嘗試從效用與娛樂的角度出發，整合個人、公司及社會 因素對於態度、滿意及再購意願的影響。此外研究更進一步探討性別、個人涉入程度及網路購物經驗對於態度及行為意圖知干擾效果。本計畫嘗試發展消費者網路消費行為的整合模式，整合模式包含理性與感性層面，前置變數涵蓋個人、廠商及社會因素的討論，模型中並整合了價值、信任及態度對消費者網路購物行為的影響。本研究之結果希望能幫促進我們對於顧客網路購物行為之瞭解，也能幫助公司發展最佳的電子商務行銷模式。
In recent years, electronic commerce has grown tremendously due to widespread technology development. From a report from eMarketer, both amount of online shoppers and money spent on the web are steadily rising. Many previous studies have discussed the importance of the attitude to accept new technology and new shopping environments and the empirical results have shown that this attitude has influenced the consumers' decision significantly. In the past, studies only considered the roles of e-vendor to evaluate value, attitude and trust of online shopping; the roles of personal characteristics and social influence were still lacking in integrated discussions. Furthermore, the mediating of attitude formation and moderating effects of personal involvement, online shopping experience and gender are two major concerns in the literature. However, previous studies tended to focus only either on the influences of utilitarian factors or hedonic factors on attitude and behavior intention. Relatively, they rarely have integrated them into a more comprehensive model. This study aims to integrate both utilitarian and hedonic factors by evaluating their influences on attitude, satisfaction, and repurchase intention from individuals, firms and social perspectives. This study also focuses on identifying the moderating roles of gender, personal involvement, and online purchasing experience on attitude formation and behavior intention. Moreover, this study tries to develop an integrated framework of online shopping behaviors that includes the rational factors and emotional factors from the perspectives of individual, firm, and society. The framework also integrates value, trust and attitude as three of the most important variables that may affect consumers' online purchasing behaviors. It is expected that the results of this study can enhance our understanding of customers' online purchasing behaviors and help vendors to develop appropriate marketing strategies for online commerce. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 國科會計畫
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| 1032410H343020MY2.pdf | | 2252Kb | Adobe PDF | 236 | 檢視/開啟 |
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