網路購買意願影響因素之研究－以青少年為例

A Study of determinant factor on network purchase intention -Take adolescence as an example

劉博華(Po-Hua Liu)

指導教授 ： 莊立民 ； 余光華

崑山科技大學/商業管理學院/企業管理研究所/碩士(2007年)

https://doi.org/10.6828/KSU.2007.00016

摘要

網際網路在發展之初主要是提供學術資訊的交換之用，但隨著使用者人數的增加，以及使用者介面的豐富化和多元化，逐漸吸引商業團體的注意與加入，並隨著商機及利潤的驅使，使得網路上所提供服務更加精緻（Leiner , 1996）。在資訊科技的推波助瀾之下，網際網路的發展徹底地顛覆了我們的生活，甚至影響整體社會的經濟發展。對於企業而言，網路成為絕佳的廣告、行銷、以及線上交易的媒介，而且網路也激發無窮的消費者市場潛力（Quelch and Klein, 1996）。根據Rayport and Sviokla（1994）所提出的看法，網際網路的出現以使商業競爭從「實體市場（Physical Marketplace）」移轉至「網路空間市場（Marketspace）」。
現今；時下的青少年普遍認為上網具有與世界溝通的意義、可以自由取得資訊不受控管、可快速取得較正確的資訊，可了解同伴的課後生活習性。可以說，網際網路已經對青少年的學習、交友、娛樂等面向都產生了深遠的影響。而網路市場則注重「高科技」，我們可將青少年消費者行為，加以分析來預測青少年對網路購物的偏好及進一步需求，以便能適時提供符合其需求的資訊。故本研究以青少年消費者的觀點，探討選擇通路及購買通路移轉等因素，提供廠商以顧客滿意為前提的經營下，來創造出更高的利潤及更好的商機。

關鍵字

網站服務品質 ； 知覺風險 ； 購買意圖 ； 網站聲譽

並列摘要

The internet network but with the increase of user's number, and the user lies between the Taxi melts abundantly and in pluralism, attract the attention of the commercial organization and join gradually, and with the driving of the business opportunity and profit, more exquisite (Leiner , 1996 ) when making the network provide service. According to the views put forward of Rayport and Sviokla (1994 ), so that the appearance of the internet network is commercial the competition is moved and transfered from ' entity's market (Physical Marketplace ) ' to ' the cyberspace market (Marketspace ) '.
Now; The teenagers at present generally think the meaning of surfing the Net and communicating with the world , can make information and is not in charge of controlledly , make more correct information fast freely , habits and acquired characteristics that the one that can understand the companion lives after class. We can say , already study , friend-making , amusement to teenagers ,etc. have faced and exerted a far-reaching influence in the internet network. Network market pay attention to ' Hi-Tech ', we can teenagers' consumer behaviour, analyse that predicts teenagers' partiality to shopping at network and further demand, in order to provide information on according with its demand in good time. So this research is with consumers of teenagers' view, the factor of transfering etc. that probe into and choose the thorough fare and buy the thorough fare , offer it under the management if the customer is satisfied of the manufacturer, to create higher profit and better business opportunity.

並列關鍵字

consciousness risk ； website's reputation ； Websites serve the quality ； buy the intention

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