Affect Purchase Intention of Consumers on online Shopping Store-Case study of Yahoo! Shopping Center

• Main Authors: Chien-Liang Lai, 賴建良
• Other Authors: Ren-Chun Tzou
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/99303312092623927674

碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 101 === This research to investigate the information type familiar with the products and experiences type familiar with the product on customer behavior in Yahoo! shopping store purchase intention factor. In recent years, consumers actively traded entity from the past into the virtual trading, making e-commerce issues discussed gradually flourished. In this study, after study of relevant literature and past scholars by integrating related works, aggregate into the impact of consumers' purchase intention online shopping factor. First, familiarity for purchase intention; Second willingness to explore the impact of brand image for the purchase; Three self-efficacy for consumer purchase intention. The last is the effects of two different types of products consumers online shopping consumer behavior differences. After the questionnaires were collected for analysis by SEM test correlation factor for the purchase intention. Results of research, it is desirable to provide shopping platform operators and brand manufacturers thinking of a different operator, by understanding the psychology of consumers use online shopping consumer behavior to understand the network, so that it can be improved operating performance.