網路購物之決定性因素研究

The Determinants of Online Shopping

許柏偉(Po-Wei Hsu)

指導教授 ： 林光賢 ； 蔡政言

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2006年)

https://doi.org/10.6846/TKU.2006.00688

摘要

從網際網路興起至今，它一直影響著人們的生活。而在網際網路普及發達的今天，網路購物儼然已經成為一種全新的消費趨勢。雖然目前針對網路購物之相關研究相當多，但許多研究受限於人力、物力、時間、研究經費之不足，或者是由於缺乏抽樣母體名冊，因此無法採取隨機抽樣，故於樣本代表性上較受質疑。因此本研究引用交通部統計處於民國94年所進行的「台灣地區民眾使用網際網路狀況調查報告」作為抽樣底冊（Sampling frame），期望能由較具隨機性的抽樣調查得到較具代表性的分析結果，並與之前的研究結果作比較。

本研究主要研究結果發現：
一、網路購物者與非網路購物者在網路使用經驗、人口統計變項、及對網路安全性的態度上皆有顯著差異。
二、網路購物者人口統計特性：男性、高學歷、資訊相關工作者居多。
三、網路購物者網路使用特性：電腦網路的重度使用者。
四、網路購物者中以男性、20至30歲、學歷為研究所以上、從事資訊業的人使用網路經驗相對較豐富。

關鍵字

網路購物 ； 電子商務 ； 消費者行為

並列摘要

A rise of e-commerce nowadays has influenced everybody's life. Since internet networks popularly developed, online shopping has become a trend and a new type of brand-new consumption. Though quite a lot of research was relevant to online shopping and much studied the deficiency of the manpower, material resources, and time, past literature was unable to adopt the random sampling because lack and sample parent's register by conducting survey. This research adopts the data from “the people in Taiwan use the internet network state survey report.” We expect to be able to get more representative analysis and correct results. And, we try to make comparisons with the past studies.

The major findings are as follow:
1. All there is difference of showing in the use experience of the network, demographic characteristic, and attitude toward security of the network.
2. Main online shoppers’ demographic characteristics: they are men, well-educated , relevant worker of information technology.
3. The network usages characteristics of the online shoppers: they are heavy-users of the computer network.
4. Regard men, 20 to 30 years old, the academic credentials are research institutes, person engaged in the information industry and have experience in the online shopping, usages of and the experience of the network are relatively abundant .

並列關鍵字

Online Shopping ； e-Commerce ； Consumer Behavior

參考文獻

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