越南線上購物因素之研究

摘要　本研究旨在探討越南消費線上購物之影響因素，研究結果顯示:便利性、安全性、口碑傳播、網站知名度與形象、網站屬性及其特性，為主要之影響因子？並對越南網路購物業者提出策略性建議。本研究針對網路購物消費者為研究對象，採分層抽樣法，進行問卷之抽樣調查。並將填答完整之問卷進行基本資料描述分析、信度分析、因素分析，再利用結構方程模式對各相關構面，進行分析與探討籍以了解越南線上購物因素。本研究抽樣方式係以越南所有人口為樣本，以男、女性別做分層抽樣，進行問卷的發放及回收，因受限於人力、財力、時間上的考量以及網路購物消費者資料取得不易，且回收樣本比率偏低，研究恐因樣本太少或地區範圍的分布不均勻而有所偏差。

關鍵字

網站屬性；網站知名度與形象；便利性；安全性；口碑傳播

並列摘要

Abstract The purpose of this thesis is to explore factors affecting online shopping in Vietnam. Five factors was identified , including convenience , security , word of mouth , website visibility and image . A structure equation model is constructed to investigate to what extent these factors will influence consumer buying behaviors as well as buying intentions . Stratified random sampling scheme is employed to collect data . Overall , 400 valid samples are collected . Descriptive statistics , reliability , and confirmatory factor analysis are conducted . Structural equations modeling are also adopted to in vestige the effects that latent variable might have on buying intentions of online shopping . Suggestions and recommendations are made according to the research findings.

並列關鍵字

website visibility image ； word of mouth ； security ； convenience ； the Web site properties

參考文獻

1、Aaker，D. A. Managing Brand Equity：Capitalizing on the Value of a Brand Name， NY:The Free Press， 1991.

2、Aladwani , A. M. & Palvia , P. C. (2002). ─Developing and validating an instrument for measuring user-perceived web quality,∥ Information and Management, 39, pp.467-476.

the Diffusion of a New Product∥, Journal of Marketing Research, 4, August, 291–295.

5、Brown, L. G., (1989), ─The Strategic and Tactical Implications of Convenience in Consumer Product Marketing,∥ Journal of Consumer Marketing, 6, 13-19.

6、Dodds， William B.， Kent. Monroe and Dhruv Grewal， ─Effect of Price， Brand and Store Information on Buyers’ Product Evaluations，∥ Journal of Marketing Research 28 (3) (Aug. 1991): 307-319.

國際替代計量

越南線上購物因素之研究

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