探究網路購物和E化觀光之消費者行為:印度與台灣之實證

在過去的幾十年間，技術快捷的變化影響線上購物產業。隨著新興技術 (互聯網) ，開展業務的方式發生了變化;在互聯網產業中它是非常重要的因素，來瞭解消費者行為、以便識別、吸引，並保留消費者。以往的研究對影響消費者線上購物行為感興趣，如消費者利益和購買線上產品的動機。消費者一年365天、一天24小時、一週七天坐在舒適的地方，花幾分鐘線上購物。電子商務是從基礎根本上改變了消費者購物的方式。對於許多消費者線上購買產品和服務已成為他們日常生活的一部分，而其他人仍有可能在不久的將來使用它。以瞭解什麼因素會影響線上購物的決策過程。發展中的國家和已發展的國家，消費者的線上購物行為有諸多差異。本研究的主要目的是確認影響線上購物過程之消費者行為因素，提供線上購物決策過程之總覽。本研究的第二章討論影響消費者線上購物行為的因素，是比較已開發國家 (臺灣) 和發展中國家 (印度)的消費者 (學生族群)。本研究的第三章，探討潛在消費者的消費者行為，其使用線上購買電子旅遊服務之產品和服務的決定影響因素，和臺灣的角度來顯示他們的相互關係。本研究的第二章結果將證明是有益於整體的線上購物產業，且更好地瞭解影響印度和臺灣的消費者行為之決定因素。本研究結果將幫助兩國的線上購物產業，去找到更精確的解決方案，使線上購物過程更受歡迎，用戶友好，及更方便且接近使用戶期望。本研究第三章結果將有助於電子旅遊的線上購物產業，以臺灣角度來瞭解影響購買產品和服務的消費者行為之決定因素。本研究將有助於電子旅遊產業，改變其目前使用的技術，使其適合及符合終端消費者根據自己的需要和要求之使用。

關鍵字

線上購物；消費行為；線上購物過程；電子旅遊；電子旅遊服務

並列摘要

The prompt and efficient changes in the technology during the past few decades have affected the online shopping industry. With the growing technologies (internet), the method of doing business has changed; which makes it a very important factor to understand the consumer behavior and perception in order to recognize, captivate, and retain the customers in the internet based industry. Past researches have shown interest in examining the consumer interests and motivation in buying products online that affects the consumer online buying behavior. Consumers can shop online 365 days of the year and 24 hours a day sitting at their own convenient places with in few minutes. Electronic commerce is basically and fundamentally changing the ways of shopping for the consumer. For many customers buying products and services online has become a part of their everyday life while others may still use it in near future. However, it is still to understand what factors influence the process of online buying decision making. In addition, lots of differences have been seen in the online buying behavior of the customers among different developing as well as developed countries. The primary objective of this study is to provide an overview of online buying decision-making process by determining the factors affecting the consumer behavior in the process of online buying. The second chapter of this study discusses the factors influencing online buying behavior of the consumers by comparing the customers (students) from a developed country (Taiwan) and a developing country (India). The third chapter examines the determinants that influence the consumer behavior of the potential customer’s usage of online buying of products and services in terms of e-tourism services and to show their interrelationship in the perspective of Taiwan. The outcome of the second chapter will prove to be beneficial for the online buying industry as a whole so as to have a better understanding of the determinants affecting the consumer behavior in India and Taiwan. This in turn will help them to find out more precise solutions for making the process of online buying more popular, user friendly, much convenient and close to the terms of the user’s expectations in both the countries. Results of the third chapter will help the online buying industry specifically for e-tourism to understand the determinants affecting consumer behavior while buying products and services in Taiwan’s perspective. This study will help the e-tourism industry to make changes in their currently used technology in order to make it suitable and fit for the use of the end consumer as per their needs and requirements.

並列關鍵字

Online buying ； consumer behavior ； online buying process ； e- tourism ； e-tourism services.

參考文獻

Ahuja, M., Gupta, B., & Raman, P. (2003). An Empirical Investigation of Online Consumer Purchasing Behavior Manju Ahuja , Babita Gupta , and Pushkala Raman. Communications of the acm, 46(12), 145–151.

Ann, M., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships : An integrated model of privacy concerns , trust , and commitment. Journal of Business Research, 59, 877–886. doi:10.1016/j.jbusres.2006.02.006

Augustyn, M., & Ho, S. K. (1998). Service Quality and Tourism. Journal of Travel Research, 37(1), 71–75. doi:10.1177/004728759803700110

Bauer, H. H., Falk, T., & Hammerschmidt, M. (2006). eTransQual : A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(1), 866–875. doi:10.1016/j.jbusres.2006.01.021

Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online buying behavior. Communications of the ACM, 42(12), 32–38.

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探究網路購物和E化觀光之消費者行為:印度與台灣之實證

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