English  |  正體中文  |  简体中文  |  Post-Print筆數 : 20 |  Items with full text/Total items : 90029/119959 (75%)
Visitors : 24036777      Online Users : 154
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/115324


    Title: 跨境線上購物行為之研究:消費者價值地圖、線上評論分析與初始與重複意圖之決定因素
    Authors: 李有仁
    Contributors: 資訊管理學系
    Keywords: 跨境線上購物;跨境網購;整合性科技接受模式;購買意圖;消費者導向
    Cross-border Online Shopping;Unified Theory of Acceptance and Use Of Technology;Purchase Intention;Determinants Of Purchase Intention
    Date: 2016
    Issue Date: 2017-12-22 17:16:01 (UTC+8)
    Abstract: 企業藉由網際網路無邊界、無時間限制等特點,直接向海外拓展新的市場成為新的趨勢,過去調查顯示進行跨境線上購物(跨境網購)的消費趨勢逐年上升,淘寶網雙十一購物節活動掀起國內消費者到海外網站購物的潮流,如此跨越國界的跨境網購方式已漸漸為民眾所熟悉,跨境網購的蓬勃發展顯示消費者網購行為的新趨勢,而如何吸引消費者持續使用便是企業的一大考驗,因此本研究欲尋找影響消費者使用跨境網購之決定因素。 本研究以整合性科技接受模式作為基礎,並結合其他電子商務議題,擴展決定因素之面向,共整理成「買家因素」、「賣家因素」、「社群因素」、「環境因素」四大群組,並探討「性別」、「年齡」「收入」、「產品類別」與「娛樂型/目標型購物導向」於決定因素對購買意圖的影響是否具有調節效果。本研究採用問卷調查方式進行實徵研究,欲探討使用過跨境網購之消費者,其體現的跨境網購價值與其他影響購買意圖之因素。本研究採用偏最小平方法(partial least squares; PLS)為分析工具。研究結果顯示在買家因素中的「價格敏感度」、「信任」,賣家因素中的「購物方便性」與「商品價格」,對跨境網購購買意圖具有顯著影響,調節變數則對部分決定因素對購買意圖的影響之中具有調節效果。本研究另外對使用特定跨境網購平台之情形,發現使用的跨境網購平台類型不同,對購買意圖具顯著影響之決定因素亦有所改變。
    E-commerce is now crossing national borders, and business is seeking new opportunities directly into overseas markets. Recent survey shows that the trend of cross-border online shopping is increasing year by year. How to retain oversea consumers is challenging to enterprises. To solve the problem, this study is looking for determinants which will affect the purchase intention of consumers in cross-border online shopping. This study gathered and divided determinants that affect online purchase intention into four dimensions, “buyer factors”, ”seller factors”, “social factors” and “environmental factors” are examined in this study. “Gender”, “age”, “income”, “product type” and “hedonic/goal-focused shopping orientation” are considered to cause moderating effects on the influence between determinants and purchase intention. The result indicates that “price sensibility”, “trust”, “shopping convenience” and “price of product” are the most influential determinants in cross-border online shopping. Moderators do have moderating effects on the relationship between purchase intention and some specific constructs. Besides, we divided data into groups by types(B2C/C2C) of platforms, and examined the significance of determinants to see if the result was not the same as the overall result. We found that the significant determinants differed by types of platforms.
    Relation: 執行起迄:2016/08/01~2017/07/31
    105-2410-H-004-119
    Data Type: report
    Appears in Collections:[資訊管理學系] 國科會研究計畫

    Files in This Item:

    There are no files associated with this item.



    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback