應用計畫行為理論探討女性消費者於海外購物網站購物之因素－以淘寶網為例

A Study of Factors for Female Consumers to Make Purchase on Foreign Shopping Website - Take Taobao as Example

顏心珮(Sin-Pei Yan)

指導教授 ： 吳昌憲

國立虎尾科技大學/管理學院/資訊管理研究所/碩士(2012年)

摘要

隨著社會的變遷，女性在職場上逐漸受到重視，因為擁有了比以往更高的消費能力與經濟自主權．如何打動女性消費者，成為許多企業關注的問題。而網際網路的興起，帶動了網路購物的商機，女性消費者被視為網路購物的主要族群，企業網站也紛紛改變為女性導向的購物網站。而過去鮮少有研究探討海外購物網站的研究，故本研究選擇以中國最大的網路購物網站－淘寶網為例，將結合計畫行為理論及信任來建立本研究的架構，並將口碑、產品特性、服務態度、知覺風險、網站特性作為影響主觀規範、態度、認知行為控制及信任的前導因素，探討這些因素對購買意圖的影響。期望本研究能為未來臺灣的女性導向之購物網站，提供一個留住顧客及行銷策略的參考依據。

關鍵字

女性消費者 ； 計畫行為理論 ； 信任 ； 網路購物 ； 海外購物網站

並列摘要

As times change, women on the job have gradually become valued, because women are financially autarkic and lead to considerable increase in purchasing power. How to attract their attention and touch their hearts, are important issues for many enterprises. The rise of the Internet strongly pushes shopping business opportunities. Particularly women are regarded as the main group of consumption, and thus many shopping websites are built up only for female customers. In the past, there were only few research papers exploring on foreign shopping website. So this study takes Taobao for example, and applies theory of planned behavior with trust to build the research framework. Word of mouth, product characteristics, service attitude, perceived risks and website characteristics are combined as antecedent factors to affect subjective norm, attitude, perceived behavior control and trust. These factors are investigated to discuss effect on purchase intention. Hopefully this study will provide a reference in customers retention and marketing strategies for future female-oriented shopping website.

並列關鍵字

Female Consumer ； Theory of Planned Behavior ； Trust ； Online Shopping ； Foreign Shopping Website

參考文獻

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