消費者特性、網站特性、網路行銷特性、以及參考群體對網路購物意圖之研究

A research exploring Consumer Characteristics, Website Characteristics, Internet Marketing Characteristics and Reference Groups on the purchasing Intention through Internet

潘茂書(Mao-Shu Pan)

指導教授 ： 沈慶龍

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2008年)

摘要

隨著全球上網人口逐漸增加，網際網路已逐漸成為現代人們生活的一部分，網際網路市場成長迅速，消費者有了新的網路購物方式可以選擇，企業逐漸重視網路商務的經營，藉由網路進行交易的商業行為不斷增加，業者也愈來愈重視網路上的行銷活動，這樣的情形突顯了網路購物的重要性，消費者在從事網購行為前，會因為不同的消費者特性而有所不同的購物意圖。往往網站的特性、業者的行銷特性及及參考群體是消費者決定是否購買的重要因素之一。經由相關文獻的探討之後，提出研究的假設模式，模式中歸納出影響消費者網路購物意圖的因素，包括有：消費者特性、網站特性、產品特性，以及參考群體等構面；進而針對各研究構面萃取出具代表性的變數，來測量其研究構面對消費者網路購物意圖之影響程度。
本研究以便利抽樣方法，利用網路問卷調查及以面對面方式蒐集資料向願意協助本研究具有上網經驗之同學及有上網企業人士進行調查，不包含企業及機關，並應用LISREL 進行資料分析。
研究結果發現，消費者特性、網站特性、網路行銷特性，以及參考群體會對購買意圖產生影響；本研究建議有意經營網路購物之業者第一步在網站設計特性方面上應專業化、商業化，讓消費者覺得此購物網站
是一個優質的專業購物網站；應設法降低消費者風險態度因素，以提高消費者的購買意圖。

關鍵字

消費者特性 ； 網站特性 ； 網路購物 ； LISREL

並列摘要

Along with gradual increase in the Internet use of the global population, the Internet has become a part of life for modern people. As the Internet marketing grows rapidly, consumers have new options in the Internet shopping. This trend has caused many enterprises to pay more attention to the operation of anInternet business. As the commercialactivities in Internet purchasing increase, entrepreneurs are paying more attention to the Internet businesses. These activities indicate the importance of the Internet marketing.
Before the consumers start Internet purchasing, they may have different intentions based on their personal characteristics. The deciding factors for the consumers include thewebsite characteristics, marketing characteristics of an enterprise and its environment. Based on relevant literature research, a model has been proposed, in which the factor saffecting the purchase intention of the consumers include characteristics of the consumers, website characteristics, product characteristics plus reference groups. Representative variables of each item or factor are extracted for measurements of the degree of influence to the consumers' purchasing intention.
This research is based on Internet surveys and face to face interviews to collect information from those who have Internet experiences, including classmates and entrpreneurs but excluding enterprises and organizations. The data analyses are carried out with LISREL program. The results indicate that the consumers' characteristics, website characteristics, Internet marketing characteristics and reference groups may affect the consumers' intention or decision. This study proposes to those who intend to operate an Internet business that the website must be designed professionally and commercially viable so that the consumers will see this website as a quality and professional one for their purchasing. In order to raise the purchasing intention of a consumer, a method to reduce risks for the purchaser should be invoked.

並列關鍵字

Consumer characteristics ； Website characteristics ； Internet purchasing ； Reference groups

參考文獻

林妙雀，1999，消費者特徵、網站經營者特性及網路交易特質對消費者選擇網路購物決策影響之研究，中華管理學報，4卷，1期。

Liaw, G. F., Zhu, Z. W. and Lee, Y. H., 2005, The effects of risk reduction strategies on consumers’ risk perceptions and online purchase intention, Pan-Pacific Management Review, 8(1).

林俊宏，2002，消費者特性、新產品屬性及環境變數對創新購買意願之影響，碩士論文，國立成功大學企業管理研究所。

吳肇銘，1999，網站特性網站使用者之網站態度、購物意願之關係研，企業管理學報，46期，33-48。

洪富凱，2003，網站及產品認知品質與消費者特性對網路購物意願及決策影響之研究，碩士論文，國立成功大學企業管理研究所。