| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班 === 95 === As Iinternet was widely used and developed rapidly, people changed their business models and ways for marketing gradually. In the wave of Internet, a lot of companies established websites to promote their own companies or the products they sell. The study aims to examine the effects of website design factors and attitude toward the website on purchase intention, and find out whether the types of internet advertising and population statistics have significant differences against all of the variables.
Out of 400 questionnaires sent, 284 valid questionnaires were returned (resulting in a valid returning rate of 71%). The data were analyzed by Statistical Package for Social Sciences (SPSS) including the research methods of factor analysis, coefficient alpha test, descriptive statistics, independent t test, ANOVA analysis and hierarchical regression.
The major conclusions of the research are:1)Website design factors have positive and direct effects on purchase intention. The context has the most significant positive influence and commerce next. 2)Attitude toward the website has positive and direct effects on purchase intention. 3)The interactions between website design factors and attitude toward the website have negative and indirect effects on purchase intention. The contents have the most significant negative influence. 4)The types of internet advertising have significant differences against all of the variables. 5)Sex doesn’t have significant difference against all of the variables. 6)Ages have significant differences against the variables of website design factors and attitude toward the website. 7)The levels of education have significant differences against the variables of website design factors and attitude toward the website. 8)Occupations have significant differences against the variables of website design factors.
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