| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士班 === 100 === Internet has become an essantail part of daily life nowdays. Based on report of VISA, consumer in Taiwan is on the top of amount and years of online shopping between Asian countries. Therefore, online shopping in Taiwan has became a popular and normal shopping tool. According to the researches from MIC, the market of electronic commerce, especially in online shopping, is now growing up with a stunning speed.
The research used 25-item measure. SPSS and LISREL, that can be used to
assess the e-customer value, attitude, and behavior intention in online shopping environment. Five value dimensions emerged that were termed hedonic, utitarian, social, epistemic and perceived sacrifices.
There are two findings from this research:
(1) In Taiwan online shopping market, e-store operator should improve e-consumer value.
(2)E-store operater should focus on e-consumer attitude toward online shopping.
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