Factors Affecting Domestic Female Web Users'' Decision to Purchase

• Main Author: 謝雅惠
• Other Authors: 徐悌
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/76493889560574061088

碩士 === 大葉大學 === 事業經營研究所 === 89 === The primary objective of the study was to examine factors that might affect domestic female web-users'' decision to purchase. This study discovered that up to 65 percent of the female web-users were willing to make purchases on the internet in the following year, regardless whether they had internet shopping experience or not. As such, the potential of the female web-users in Taiwan should not be overlooked. Major findings of this study were highlighted below. 1.The only social-economic variable that showed significant statistical difference in female web-users'' willingness to purchase in the future was the places in which the respondents resided. 2.Two web shop characteristics, including types of web shop, and brand name, plus web shopping experience and intention to buy, were all found to be statistically significant. 3. The intention to purchase was uncovered to be closely related to both the frequency of purchases and the frequency of visiting the web shop.