Analysis of Consumer behavior in Internet Shopping Mall

• Main Authors: Fang-YI Lin, 林芳儀
• Other Authors: Dr. Rong-Her Chiu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/95859089625460968630

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 100 === With the prevalence of online shopping, it becomes a convenient shopping channel for consumers. Excepting for the current online shopping channel is store network, there is another online shopping mall platform emerges. This study focuses on investigating how the two channels to provide services for consumers and try to meet consumer’s needs and desires. This research uses ten dimensions (including past experience, perceived price, trust, perceived risk, perceived shopping pleasure, promotion activities, interaction, commodity, convenience and security) and consumers’ characteristics to discover wherher there is a difference between consumers when selecting different online shopping sites. Empirical data are collected from network sampling questionnaires. Analysis of variance (ANOVA) is employed to analysize online shopping consumers’ behavior in Taiwan. Empirical results show that consumers believe: (1) online stores are more convenient than online shopping malls, and (2) online shopping malls have more interaction with consumers than online stores. In addition, the factors to influence consumers to purchase products from online stores or online shopping malls are perceived price, promotion activities, and convenience. Regarding the analysis of consumers’ characteristics, some conclusions are as follows: (1) when shopping from online stores, female comsumers receive higher satisfaction than male consumers; (2) consumers having monthly incomes ranging from NT 30 to 40 thousand dollars prefer using online stores; but those having montly incomes between NT 40 to 50 thousand dollars prefer shopping from internet shopping malls; (3) in terms of age, 31 to 40 years old consumers comparatively like to buy products from online stores; and (5) in terms of occupation, civil servants and housewives are preferred using internet shops, but free traders are favorable to using internet shopping malls.