ON RELATIONSHIP AMOMG E-SHOPPING EHAVIORAL INTENTION, EASE TO USE, PERCEIRED RISK － AN EXAMPLE OF JAPAN CLOTHING BUSINESS MODEL

• Main Authors: Peng-Wen Yeh, 葉芃彣
• Other Authors: Hsien-Che Lee
• Format: Others
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/01507340462195816348

碩士 === 大同大學 === 事業經營學系(所) === 98 === Abstract Science and technology are making change with each passing day. Thanks to the internet, E-shopping maximizes flexible buying without distance and time limits. It makes everybody get the latest fashion clothing he wants. So, in this research we use the Technology Acceptance Model to discuss the users’ continuance intention of using e-shopping in Japan merchandise via technology acceptance model. Subjects of the study are sampling from consumers used the Japanese products business model. This study uses AMOS 7.0 and SPSS 12.0 to do statistical analysis. The results support research hypotheses: “perceived ease of use” has a significant negative effect on perceived risk, “perceived risk” has a significant negative effect on customer satisfaction, “perceived risk” has a significant negative effect on customer loyalty, “customer satisfaction” has a positive effect on customer loyalty, and “perceived ease of use” has a positive effect on customer loyalty. Limitations of the study are that the samples are mostly 20 to 30-year-old female consumers. Future study can be extended to include men and all age groups.