A Study of Consumers' Intentions to Use Hypermarkets Online Shopping Websites

• Main Authors: Jo-Yin Lee, 李若吟
• Other Authors: Tung-Liang Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22100CHPI5230009%22.&searchmode=basic

碩士 === 中華大學 === 科技管理學系碩士班 === 100 === Internet shopping is a modern way for consumption. For hypermarkets, it is also important to increase the groups of different consumers through the online shopping. The purpose of the study is to explore the relationship among variables of hypermarkets consumers’ flow experience and the trust, the external variables, and the internal variables of Technology Acceptance Model (perceived usefulness, perceived ease of use and willingness for consumption), and furthermore to understand the hypermarkets consumers’ cognitive responses of online shopping and the intentions of using hypermarkets online shopping websites. The result coming from 314 valid questionnaires (total is 330) confirms “consumers’ habit of online shopping” is the essiential factor of online shopping acceptance, which means the much you spend or the more shopping times on online shopping websites, the much more desire you use the hypermarkets websites. Besiedes, flow experience is not the main reason for consumers to accept hypermarkets online shopping websites, what they concerned is the practical service from websites such as on sales products. Furthermore, “trust” is another key for perceived ease of use and perceived usefulness for hypermarkets online shopping websites but have no significant on shopping intentions of Web consumers. Hypermarkets have built up the strong trust relationship with consumers through the real stores marketing, so consumers should be pleased to deal with Hypermarkets online shopping websites. Crucially, the designs of websites’ pages are important to the perceived ease of use, perceived usefulness and the shopping intentions of Web consumers. Therefore, we suggest policymakers of Hypermarkets should control the group of people who are used to shop online and maintain good reputation for drawing more consumers shopping online. Finally, the desiners of websites should concern more about the convenience of using websites pages, which will be good for improving the consumers’ perceived ease of use, perceived usefulness and the shopping intentions on Hypermarkets online shopping websites as well.