購買導向對網路購物之影響

The effect of shopping orientation on online purchase intention

蘇品瑄(Pin-Hsuan Su)

指導教授 ： 何雍慶

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2013年)

摘要

過去研究網路購物的相關文獻中，較多以科技接受模式(technology acceptance model, TAM)觀點來探討網路購物的購買意願。然而，在台灣網路購物愈趨普及和競爭的情況下，深入了解網路使用者選擇網路購物的因素為必要課題。因此，本研究主要探討不同購買導向的網路使用者對於網路購買意願的程度，並以商店印象為調節變數，了解不同商店印象對不同購買導向有部分調節的作用。本研究目的有三: (1)不同購買導向對於網路購買意願之影響 (2)商店印象對於不同購買導向與網路購買意願之調節效果 (3) 給予網路商店營運上之建議。
本研究為了解網路使用者之網路購買意願，採用網路方式發放問卷，總計回收487份有效問卷，以SPSS為統計工具。使用迴歸分析探討不同購買導向對於網路購買意願的影響，再以階層迴歸分析探究商店印象是否對不同購買導向與網路購買意願有調節效果。本研究顯示: (1)各購買導向對於網路購買意願皆有正向影響 (2) 商店印象對於不同購買導向與網路購買意願之關係有不同調節效果。
研究發現過去研究之網路便利性不再主導網路購買之意願，以娛樂導向取而代之。此結果可推論網路使用者於網路購物不再以獲得或購買商品為主，更多為商品資訊的瀏覽、視為休閒娛樂的一種方式。此外，大量的商品資訊可能導致消費者減少網路購買意願，是個需要被重視的議題。

關鍵字

商店印象 ； 網路購物 ； 購買導向

並列摘要

Previous studies on intention of online shopping mostly explored from the perspective of technology acceptance model (TAM). However, online shopping is mature and competitive, the motivation of the internet users to purchase online becomes the important issue. Therefore, the study mainly aims to explore the different shopping orientation toward online purchase intention and considered the store image as the moderator to figure out the moderation on it. The purposes of the study are: (1) the effect of different shopping orientation on online purchase intention; (2) the effect of moderation of store image on different shopping orientation toward online purchase intention; (3) giving the implications for operating online business.
This study collects 487 effective questionnaires on internet, by using the SPSS as instrument. Multiple regressions revealed that all shopping orientation significantly and positively predicted online shopping intention; store image partially moderates the effect of shopping orientation on online purchase intention.
These findings have implications for the instead of convenience, recreational orientation becomes domination of the online purchase intention. On the other hand, internet users are not only browsing online store for purchasing or meet the needs, but for information searching and take it the way of leisure activity. In addition, the big data on internet should be taken as a serious issue in the future.

並列關鍵字

online shopping ； shopping orientation ； store image

參考文獻

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