| Summary: | 碩士 === 淡江大學 === 管理科學學系 === 88 === New technology is coming and no end. Form information highway. And fixed-network license is open. Bigger bandwidtv isn’t expensive. Going internet by wireless will attract very much wireless telephones and PDA users. In 1998’s American Christmas Computers was sold well in internet shopping. And Dell Computer’s day gross proceeds made 14 million dollars. The goods that national consumers bought by internet are computers’ soft goods, hard goods, ordering tickets service. So we want to understand the computer market on the internet.
This study put the questionnaire on the internet. Survey internet users’ satisfaction degree, buying experience, the future buying inclination, ordering way and paying way. The abstract is following. The sample showed that 51.5% male internet users and 48.5% female internet users, live in north region, most people are 21-25 years old, the most internet users with high education, the most internet users are students, and 47.2% internet users using internet for 1-3 years. At all, internet users are satisfied to every service of internet shopping stores. 15.40% people ever purchased computers or peripheral goods. Buying most goods are printers, mouse, and memory.
The shopping by internet usually go to pacific ocean T-ZONE, 3C shopping network, and sina shopping plaza. The consumers that ever purchased goods went to shopping because not requiring going-off, cheaper goods, and saving time. And the consumers that never purchased goods worried about the security of electronic trade, not seeing things, the service after selling, no quality indemnify, and personal data being diverted. And the ordering forms that internet users want to use are E-mail ordering, on-line ordering by credit card. The paying way that internet users want to use are paying by postoffice and credit card.
1.1 研究動機與背景 1
1.2 研究目的 3
1.3 研究流程 4
第二章 文獻探討 6
2.1 網際網路的發展與應用 6
2.1.1 網際網路的定義與發展 6
2.1.2 網際網路的特性 7
2.1.3 網際網路所提供的服務與應用 8
2.2 網路行銷 11
2.2.1 電子商務的定義與種類 12
2.2.2 網路行銷的定義與分類 13
2.2.3 網路行銷的特性與優點 16
2.3 網路購物 17
2.3.1 電子商店的定義與分類 17
2.3.2 網路購物的定義 21
2.3.3 網路購物的產品種類 22
2.3.4 購物網站的市場現況 24
2.3.5 電腦購物網站的現況 28
2.4 網路使用者的消費行為 34
2.4.1 消費者行為 34
2.4.2 網路使用人口的特質與購物經驗 39
2.4.3 影響網路購物的因素 50
第三章 研究方法 53
3.1 研究架構 53
3.2 研究變數 54
3.3 問卷設計 56
3.4 研究對象與抽樣方法 58
3.5 資料分析方法 59
3.6 研究限制 60
第四章 資料分析 61
4.1 樣本特徵 61
4.2 網路使用者對電腦購物網站的滿意度 65
4.3 網路購物經驗調查結果 77
4.4 未來購物意願 83
4.5 網路使用者最希望的訂購方式與付款方式 88
第五章 分析與結論 90
5.1 研究結論 90
5.2 研究分析 93
5.2.1 網路市場上販賣電腦或其周邊商品的機會與問題 94
5.2.2 策略建議 95
5.3 後續研究建議 96
|
|---|
