A Study Of Consumer Behavioral Intentions For Online Food Shopping

• Main Authors: Hua-Jen Hsu, 許華仁
• Other Authors: 郭德賓
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/24111673549386496699

碩士 === 高雄餐旅學院 === 餐旅管理研究所在職專班 === 98 === In Taiwan, the market share of online food shopping grew more than 30% every year from 2005 to 2009, and it contributed about 12% of the market in 2009, equal to 37.4 billion NT. It’s easy for Taiwanese food business owners, who are normally poorly-educated, to branch out into the online shopping market when it comes to capital threshold, but not when it comes to know-how. Moreover, the research about online shopping seldom focuses on food. Food business owners require research with a distinctive model, and a stronger ability to predict consumer intentions when shopping online. This study constructs the research model based on the　decomposed theory of planned behavior, integrates the relating studies, improves the limitations of past studies, which are mostly examined by students, provides the food business owners a distinct model of online food shopping, and finally compares the difference of intentions between different consumer characteristics and shopping experiences. The result indicates that consumer behavioral intentions to shop food online are mainly influenced by 1) consumers’ perceived behavior control, 2) their subjective norm, and 3) attitude – in this order. Different consumer characteristics have no different impact on shopping intentions, while different consumer shopping experiences have a different impact on shopping intentions.