The Influence of Lifestyle, Perceived Risk, and Perceived Hidden on Acceptance of Online Shopping-An Example of Privacy Products

• Main Authors: Li-Ya Lin, 林黎亞
• Other Authors: De-Chin Lee
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/3h255j

碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === This paper is tested consumer lifestyle, perceived risk and perceived hidden on ac-ceptance of online shopping. It is investigated by questionnaires to research women's lingerie purchase intention. The sample correspondences come from central universities and medical units. Analysis method includes scale reliability, validity and item analysis, correlation analy-sis, factor analysis, and regression analysis. The empirical analysis shows that on the online shopping the different lifestyles of female consumers have significant influence on purchase intention; the perceived risk and perceived occult will have significant influence on purchase intention too. Based on the results, it is suggested that the marketing staffs must take into account the site's safety, quality and after-sales service and other related issues. In order to improve Internet consumer willingness to buy, how to reduce their risk and increase their confi-dence, indeed essential, are provided in response to the era of online shopping. Key Words: acceptance online shopping, lifestyle, perceived risk, perceived hidden