Attitude, Subjective Norm, Self-construal, Self-regulation and Behavior Intention toward Internet Marketing：A Case of Internet Addiction Disorder

• Main Authors: Hsin-lun Yang, 楊欣倫
• Other Authors: Chih-Hui Hsiao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23842811797896161089

碩士 === 國立嘉義大學 === 企業管理學系 === 99 === While benefitted from highly developed Informational Technology, Internet addiction might be a mental health issue for Taiwanese, worth research and professional attentions. Users with IAD behave with frequent psychomotor agitation and anxiety; they are also craving for constant online surfing. Although it happens globally, but it seems to cause severe social problems in areas like Taiwan where computers and internet are easy to access. It has been reported that internet users with IAD do not like to go outdoors and do not like to have contact with other people. They are addicted in the internet surfing and their shopping is finished almost through the internet (Ko,Yen,Chen,Yang & Yen, 2010). It is also known that the online sales are strongly associated with internet surfing. Since the internet users with IAD do not like to go outdoors, they are unlikely to buy traveling products. It is therefore interesting to study how the internet users having different type of self-construal and different level of self-regulation with IAD respond to sales marketing and behavior intention into these online traveling products. Our results are based on the 693 questionnaires, which are analyzed and discussed by ANOVA and regression. Internet users with IAD not only have a positive relationship with attitude and subjective norms of Internet marketing, but the positive relationship will also stimulate IAD Internet user to buy online travel products. Second, different types of IAD users have more positive attitude toward Internet marketing for online travel product package and higher behavioral intentions than non-addicts. Third, these two personal traits of Interdependent self-construal and high self-regulation both have positively reaction toward attitude of internet marketing. Next, the personality traits of internet users with IAD do not have a significant interference with affecting subjective norms, Finally, our conclusions are helpful to enterprises that use Internet marketing for communications, and to understand their target customers’ characteristics.