| Summary: | 碩士 === 南華大學 === 文化創意事業管理學系 === 102 === In order to solve the difficulties of marketing and promoting Taiwan OTOP, the Government and some OTOP manufacturers develop marketing channels for founding a new business opportunity through E-commerce. Due to the competitive market, however, the OTOP manufacturers have to understand in advance what factors affecting consumers’ internet shopping intention for OTOP if they would like to build an attractive shopping environment for catching consumers’ attention among numberless online stores.
This study aims to discuss whether product characteristics, website characteristics and consumers’ characteristics affect internet shopping intention for OTOP; discuss whether internet shopping intention as the mediating variable correlates with internet shopping behavior for OTOP; discuss whether demographic variables as the grouping variable make a difference in product characteristics, website characteristics, consumers’ characteristics and internet shopping intention.
The data of this study was collected via questionnaire. People over the age of twenty with internet experience were chosen as research subjects. There were 371 questionnaires dispatched and 337 questionnaires were effective responses. The results of this study indicate that brand/quality of product characteristics are significantly affected to internet shopping intention; transactions/delivery and convenience with unlimited time/place of website characteristics are significantly affected to internet shopping intention; reference group of consumers’ characteristics are significantly affected to internet shopping intention. Moreover, consumers with different internet shopping experience make a significant difference in internet shopping intention.
Regarding demographic variables, different age and marriage situation make a significant difference in internet shopping intention; different sex, marriage situation, level of education and incomes make a significant difference in product characteristics; different level of education makes a significant difference in website characteristics; different age, level of education and incomes make a significant difference in consumers’ characteristics. Finally, some practical suggestions are provided for OTOP manufacturers and recommendations are also provided for future research.
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