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基于模糊層級分析觀念及距離法模糊數排序評估武器系統

A Fuzzy Numbers of Distance Methods for Evaluating Ranking Problem on Weapon Systems

摘要


過去對網路購物的研究,多以網路商店的經營及消費者對網路商店的印象調查為主,較少涉及網路購物之消費者行為調查。有鑑於此,本研究乃結合國際行銷、電子商務及消費者行為理論,試圖建構以消費者特徵為自變數,網站經營者特性和網路交易特質為干擾變數,而網路購買行為當因變數之整合性架構;同時選擇網路問卷設計,並與國內高知名度網站進行連結,所回收樣本共計507份,具有網路購物經驗之消費者資料,再進一步配合信度及效度分析、T檢定、迴歸分析及變異數分析,驗證影響消費者選擇網路購買商品決策之主效果與交互效果,本研究發現在消費者特徵部分,男性網路購物次數較高;而且高所得、高學歷與較長上網資歷者,都有較高購物次數及數量。其次,祇要擁有良好品牌權益價值和合理價格定位之網站經營者,皆能讓消費者增加網路購物次數;當然生動活潑的網路廣告促銷,也會促使消費者增加網路購物數量。再者,由網路交易特質檢定,得悉網路若能落實無時差無國界障礙存在之優勢、提供顧客專屬個別化的互動性服務,或是搭配更具安全保障之網路交易機制,在在有助於網路購物次數之增加與購買數量之擴大。另外,本研究針對過去未加以探討之交互效果深入分析,結果發現來自不同性別與品牌形象、所得與品牌形象、年齡與服務專屬性、所得與交易安全性之相互結合,皆分別對網路購買次數呈現顯著交互作用,而且融合不同上網資歷與廣告促銷,或是職業與時空便利性,亦顯著影響網路購買數量之互異性。

並列摘要


Most previous researches put emphasis on internet store management andconsumers' image of internet store,but hardly studied about consumers' behaviorof internet shopping.Combining the theories of international marketing,e-commerce with consumers' behavior,this research tries to construct theframework of factors affecting choice of e-commerce for consumers' purchasingproducts decision.This model recognized consumer characteristics as independentvariables,web site operators' attributes and online transactional features asmediator variables,and internet purchasing behavior as dependent variables.Furthermore,internet questionnaires are hyper-linking with national famous websites.The 507 samples that have actual internet shopping experiences are selectedfrom internet shopping consumers.Simultaneously,validity and reliabilityanalysis,T-test,regression and ANOVA analysis were implemented to verify eachhypothesis.This study,firstly,finds that males have many more internet shoppingfrequencies than females;consumers with high level of income,of education,andlong time online experience will display some more frequencies and quantities.Ifweb site owners have good brand equity and reasonable price,consumers willincrease purchasing frequencies.Meanwhile,more active advertisement andpromotion are provided,more purchasing quantities will come out.From theviewpoint of internet transactional features,only enriching no time and broaderbarriers for internet traffic,providing more individually specific and interactiveservice,and arranging more safely network transactional mechanisms can,respectively,increase purchasing frequencies and quantities.Besides,as to theinteraction effect neglected previously,this study finds each combination from thedifferent sex and brand image,income and brand image,age and servicespecificity,or income and safely network mechanisms has individually thesignificant interact effect on purchasing frequencies.In addition,connecting thedifferent online experience and active promotion,or occupation and transactionalconvenience still has significantly cross effect on the purchasing quantities.

被引用紀錄


陳秋玲(2014)。以模糊理論建構餐飲服務員能力指標之研究〔碩士論文,義守大學〕。華藝線上圖書館。https://doi.org/10.6343%2fISU.2014.00002
戴禎廷(2016)。直升機於災害救援運用評選之研究〔碩士論文,長榮大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0015-1608201613423100

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