| Summary: | 碩士 === 淡江大學 === 企業管理學系 === 92 === The online shopping is growing better and better recently. Before making the marketing strategies, we have to understand the factors that why consumers employ online purchasing. Previous researches most focused on the effect of consumers’ characteristic, specific product and specific website on online purchasing intension. Even if those researches proved the factors exists some degree of relation, the factors and online purchasing intension remain a gap. For this reason, we try to add “web utility” into between the factors and online purchasing intension, and then we could evaluate the effect of web utility on online purchasing intension.
We discuss the effect of demographics, values and lifestyle, shopping orientation and online purchasing experience on web utility from the perspective of consumer. Further, we discuss the effect of web utility on online purchasing intension. And we discuss the effect of product types on web utility and online purchasing intension.
After the literature review and discussion, web utility was divided into “communication utility”, “distribution utility”, “accessibility utility” and “security utility”, and we build up the framework and the hypothesize of this research. The research used web questionnaire survey. The final valid samples are 432 people. Through the data analyzing results, the detection is as below:
1.Consumers’ demographics, value and lifestyle groups, shopping orientation groups and online shopping experience have significant effect on online purchasing intension.
2.The main influential factors on online purchasing intension are “communication utility” and “accessibility utility”. However, “distribution utility” and “security utility” have different impact on online purchasing intension under different product type.
3.Different product type has different impact on online purchasing intension.
4.If the product is low degree of involved, consumers will have higher online purchasing intension than those products with high degree of involved.
5.If the product is high degree of digitization, consumers will have higher online purchasing intension than those products with low degree of digitization.
According to the analyzing results, the research proposed several marketing practical suggestions as follows:
1.For online shopping center websites, have to focus on “vivacious & newfangled” and “economical & convenience” consumers. Moreover, “communication utility”, “distribution utility”, “accessibility utility” and “security utility” all must give the same attention.
2.For online specific product websites, at first, must satisfy consumers the “communication utility” and “accessibility utility”. Furthermore, increase “distribution utility” or “security utility” with different product type.
3.When enterprises make the strategy of entry, may decide to enter in proper order according to different product type.
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