網路購物體驗對購買意願之研究-以電子產品為例

Research on the Influence of Online Shopping Experience on Purchasing Intention — An Example of Electronic Products

林倢如(Chieh-Ju Lin)

指導教授 ： 何怡芳

淡江大學/商管學院/國際企業學系碩士班/碩士(2021年)

https://doi.org/10.6846/TKU.2021.00481

摘要

隨著科技發展，網際網路成為現代人生活的重心，而網路購物即是科技化下產生的新形態商業模式。2020年COVID-19席捲全球，受到政府管控或是避免感染的原因，對消費者的生活有重大影響，直接導致消費者減少前往實體商店消費，改從電子商務平台購買產品。資策會也調查出，89.1%民眾表示疫後也願意繼續使用網路購物，即代表網路購物將成為疫後新型態。本研究企圖探討電子產品企業經營者進入電子商務之潛力，透過研究產品特性、網站特性、消費者特性、網路口碑以及服務品質，了解消費者透過網路購買電子產品之意圖。
透過網路發放問卷的方式，共收回297份有效問卷。研究結果發現產品特性、網站特性、消費者特性、網路口碑以及服務品質對購買意願皆具顯著且正向影響，依據研究探討分析，根據研究結論做出建議，以供企業經營業者、網路行銷業者或未來研究者參考。

關鍵字

產品特性 ； 網站特性 ； 消費者特性 ； 網路口碑 ； 服務品質 ； 購買意願

並列摘要

With the development of technology, the Internet has become the center of life of modern people, and online shopping is a new form of business model. In 2020, COVID-19 is around the world. It is subject to government control or avoidance of infection. It has a major impact on consumers' lives. It directly leads to consumers reducing their consumption in physical stores and purchasing products from online stores. The Market Intelligence & Consulting Institute also surveyed that 89.1% of the people said they would continue to use online shopping after the epidemic, which means that online shopping will become a new business state. This research attempts to explore the potential of electronic product business operators to enter e-commerce. Through the study of product characteristics, website characteristics, consumer characteristics, Internet word-of-mouth and service quality, to understand consumers' intentions to purchase electronic products through the Internet.
A total of 297 valid questionnaires were received through the way of distributing questionnaires online. The research results found that product characteristics, website characteristics, consumer characteristics, Internet word-of-mouth, and service quality all have a significant and positive impact on purchase intentions. Based on research, discussion and analysis, recommendations are made based on research conclusions for business operators and the Internet Reference for marketers or future researchers.

並列關鍵字

product characteristics ； website characteristics ； consumer characteristics ； Internet word-of-mouth ； service quality

參考文獻

中文文獻

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