消費者網路購物行為分析之研究

隨著資訊時代的來臨，改變了民眾的諸多行為，尤其是在網路購物行為方面，而本文主要在分析消費者網路購物行為的意願與滿意度情形。針對600位的受訪者，以網購意願、網購滿意度做問卷分析。經由統計學中的敘述性統計、交叉關聯表及卡方檢定及變異數分析三種傳統的統計方式，得到各自不同的顯著差異性。發現在網購滿意度的結果中，願意網購的主要因素為省去出門購物的麻煩；可以方便的買到所要的商品及一次可以瀏覽多樣的商品。而不願意網購的主要因素為擔心買到不符合預期的商品及覺得在網路上購物很容易上當受騙。未婚及年齡愈小者，網購滿意度愈高。此一結果與目前實際的狀態相當吻合，說明本文所提出之方式是合理的。

關鍵字

網路購物；網購滿意度；敘述性統計；交叉關聯表及卡方檢定；變異數分析

並列摘要

With the advent of the information age, many behaviors of the people have been changed, especially in terms ofonline shopping behavior. Hence, the main purpose of the paper is to analyze consumers' willingness and satisfaction with online shopping behavior. For 600 interviewees, online shopping satisfaction is dependent variable, and consumers' gender, income, occupation, age, and marriage are independent variables. The mathematics model in the paper include descriptive statistics, cross-correlation table, chi-square test, and analysis of variance, , through the analysis method mentioned above, the significant differences can be obtained. It is found that in the results of online shopping satisfaction, the main factor of willingness to shop online is to save the trouble of going out shopping; it can easily buy the products and it can browse a variety of products at one time. Also main factors that are unwilling to shop online are worry about buying products that do not meet expectations and feeling that it is easy to be deceived when shopping online. The result is quite consistent with the current actual state, indicating that the method proposed in the paper is rational.