The Research of female customer''s intentions and behaviors online shopping.

• Main Authors: Tai-Hua Tuan, 段代華
• Other Authors: I-Heng Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/hv6jpa

碩士 === 國立中山大學 === 傳播管理研究所 === 97 === With increasing merging of the Internet in our daily lives, online shopping becomes a new consumption model. The study subject was female customers who did shopping online. By means of performance expectancy, effort expectancy and social influence in terms of Unified Theory of Acceptance and Use of Technology (UTAUT) as well as involvement degree, the study explored if those variations had influenced female customers’ intentions and behaviors on online shopping. We issued 240 questionnaires by purposive sampling and analyzed by quantitative statistics. The result shows that performance expectancy, effort expectancy and social influence originating from UTAUT significantly influenced female customers’ intentions. Moreover, their intentions also significantly influenced their behavior online.