| Summary: | 碩士 === 國立澎湖科技大學 === 服務業經營管理研究所 === 101 === Abstract
Following the prosperity of the Internet and information technology, consumption patterns nowadays are quite different from those in the past. More consumers tend to purchase products through Internet shopping, which makes e-commerce continue to grow for its maturity. Given that most of the existing studies mainly focus on consumer buying behavior, this study further divides the consumer buying behavior into browsing behavior and buying behavior and uses security as the moderator, the purpose of which is to re-understand consumers’ intention of Internet shopping. Moreover, this study, grounded on Technology Acceptance Model (TAM), discusses consumers’ real expectations of Internet shopping in each stage of the decision-making process. Major variables in this study include perceived usefulness, perceived ease of use, behavior intention, browsing behavior, buying behavior and security. From May 1st to August 31st, 2012, 600 questionnaires were distributed to residents living in the Pescadores and having experience in Internet shopping. All 600 questionnaires were returned and 488 of them are considered as valid questionnaires with an valid response rate of 81.33%. All the data were analyzed by means of structural equation model and the results show that: 1) perceived usefulness has no effect on behavior intention; 2) perceived ease of use has positive effect on behavior intention; 3) behavior intention has positive effect on browsing behavior; 4) browsing behavior has positive effective on buying behavior; 5) security does not have significant effect on the relationship between browsing behavior and buying behavior. Findings of this study are expected to provide implications concerning security improvement in Internet shopping for related institutions and online shops.
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