消費者網路購買食品行為意圖之研究

台灣網路購物的市場規模在2005至2009以每年超過30%的幅度快速成長，其中食品類的網路經濟規模在2009年約占12%，也就是大約374億。跨足網路購物市場對於食品業者而言，雖然資金門檻低，但是當學歷普遍不高的食品業者面對看不到的新世代消費者，就像瞎子摸象一般，不得其門而入。而目前關於網路購物的研究中，只有極少數將產業別鎖定在食品業。食品業者需要更精準的研究與更具預測能力的模式，才有辦法理解消費者在網路上購買食品的行為意圖。　　本研究嘗試以解構計畫行為理論為架構，整合過去相關的食品類網路購物研究，改善過去研究多以學生為樣本的研究限制，提供食品類的網路購物業者合理的消費者網路購買食品行為意圖理論模式，並比較消費者是否會因為個人特質和購買經驗的不同，而在行為意圖上有所差異。研究發現，影響消費者網路購買食品行為意圖的主要因素，依其影響力由大至小排序分別為知覺行為控制、主觀規範、與態度。而不同個人特質的消費者在購買的行為意圖上沒有顯著差異，不同購買經驗的消費者在行為意圖上有顯著的差異。

關鍵字

解構計畫行為理論；網路購物；行為意圖

並列摘要

In Taiwan, the market share of online food shopping grew more than 30% every year from 2005 to 2009, and it contributed about 12% of the market in 2009, equal to 37.4 billion NT. It’s easy for Taiwanese food business owners, who are normally poorly-educated, to branch out into the online shopping market when it comes to capital threshold, but not when it comes to know-how. Moreover, the research about online shopping seldom focuses on food. Food business owners require research with a distinctive model, and a stronger ability to predict consumer intentions when shopping online. This study constructs the research model based on the　decomposed theory of planned behavior, integrates the relating studies, improves the limitations of past studies, which are mostly examined by students, provides the food business owners a distinct model of online food shopping, and finally compares the difference of intentions between different consumer characteristics and shopping experiences. The result indicates that consumer behavioral intentions to shop food online are mainly influenced by 1) consumers’ perceived behavior control, 2) their subjective norm, and 3) attitude – in this order. Different consumer characteristics have no different impact on shopping intentions, while different consumer shopping experiences have a different impact on shopping intentions.

並列關鍵字

decomposed theory of planned behavior ； online food shopping ； behavioral intention

參考文獻

黃聆怡（2008）。電子口碑效果與網路合購行為之研究。未出版碩士論文，國立臺灣大學，台北市。

陳怡潔（2006）。以科技接受模式探討用戶對於Skype之持續使用意圖。未出版碩士論文，國立中央大學，桃園縣。

林美玲（2005）。網路購物顧客接受模式之研究（碩士論文，國立成功大學，2005）。全國博碩士論文資訊網，093NCKU5457040。

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.

Bhattacherjee, A. (2000). Acceptance of internet applications services: the case of electronic brokerages. IEEE transactions on systems, man, and cybernetices part a: systems and humans, 30 (4), 411–419.

國際替代計量

消費者網路購買食品行為意圖之研究

未授權

主題瀏覽