電子商務交易安全對消費者購物決策之研究

電子商務(E(Commerce)快速的興起，無論民間企業、產業研究者、政府單位、或是社會團體，均對電子商務展開投資與開發。如Dell的網路下單、Amazon的書籍直銷、AOL網路入口服務等，接透過電子商務的應用而不斷改變產業的發展面貌及企業的經營本研究是為了瞭解消費者網路購物的趨勢與營運方式，以冀在日後從事相關事業或接觸相關工作時，能具體的了解消費者的望路購物意願，以求創新、突破既往之傳統營銷方式。本研究採非隨機配額抽樣，針對消費者做網路商店購物決策行為之研究，總計發放500份，回收437份，其中有效問卷為309份。詢問受訪者對於線上的安全機制考量為何？並提及消費者對於線上購物各構面問項之重要性程度為何？本問卷目的在於了解消費者購買網路虛擬商店的商品，可能觸發一連串的行為及問題，以供網路行銷人員制定決策，並提供更符合消費者需求的購物環境與服務。

關鍵字

網路行銷；線上購物；網路安全；安全機制

並列摘要

Due to the development of Electronic-Commerce, either industry, research, government, or social groupings are enthusiastic about it and invest. Take DELL network-deal, AMAZON net-bookshop, AOL net-entrance etc. For example, they improve their management and Service Distribution Networks by E-Commerce. In order to innovate and break through traditional style for any similar job in the future, we try to understand the trend and management of network shop by research. This project adopts sampling by delegate to research a consumer' purchasing behavior for net-shop. Initially, we totally issue 500 samples, and among them, and 309 are effective. These questions of this case were asked what they think of the condition of network security. And mentioned what keypoint has interfaced their concern on line. Besides, the purpose of the project is to understand the series of behavior and problems that a consumer might cause when they shop on the net, which is convenient for the net salesman to provide a consuming place or service that will totally satisfy any consumer's needs.