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    Title: 消費者網路購買經驗品之研究─以服裝為例
    Consumer`s Behavior for Online Cloth Shopping
    Authors: 林含諭
    Contributors: 陳建維
    林含諭
    Keywords: 搜尋品
    經驗品
    網路使用經驗
    網路知覺風險
    購物導向
    流行涉入程度
    服裝屬性
    Date: 2011
    Issue Date: 2013-01-02 13:21:18 (UTC+8)
    Abstract: 近年來網路購物市場的發展蓬勃,其營業成長狀況每年有近兩位數字的成長。由於不少研究顯示,網路購物由於本身通路性質,使得網路購物有一定的侷限性,因此,認為網路比較合適像是搜尋品類產品的販賣,而經驗品類的產品較不合適在在網路上販售。然而,實際網路銷售狀況卻有不同的結果。根據許多調查發現,網路消費者購買的品類排名中,以服裝和配件居冠,美容保健產品居次。而十大台灣人氣賣家中,就有三家服飾類賣家和一家美妝美保養類賣家。屬於體驗型產品的服裝類銷售,在網路購物市場中表現十分傑出。
    本研究欲針對這樣理論與實際狀況的不同加以研究,探討促成消費者網購服裝的行為原因。本研究把網購行為分為「網路購買服裝頻次」、「平均網購服裝金額」和「平均網購服裝件數」;而影響的因素則從「網路使用經驗」、「網路知覺風險」、「購物導向」、「流行涉入程度」及認知中的「服裝屬性」等五大方面著手。
    本研究以問卷方式獲取初級資料,收獲有效問卷共354份,經過統計回歸分析後發現,「節省力氣之便利型購物導向」、「體驗型購物導向」和「流行涉入程度」此三項,最顯著影響消費者網路購買服裝行為。節省力氣之便利型購物導向消費者,傾向具高度方便性的網際網路上購物,其網購頻次高,平均購買件數也高。若是又具備高流行涉入程度,則會增加其在網路上購買服裝的金額。此外,網路使用經驗越久、平常上網時間越長、對服裝有情感性利益及功能性利益的人,都有網路購買服裝的傾向。而還有其他顯著影響因素待於研究中一一闡述。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    99351023
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0993510231
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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