| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 102 === In recent years, the Taobao is springing up in Taiwan and it has affected Taiwan's online shopping population's consumption habits. Attracted by the Taobao is low prices and product diversity. Many people in Taiwan look restless and about to start his big shopping. The research scope to past scholars online shopping behavior or shopping website operators and interaction, and online shopping privacy and security research issue mostly, less to Taobao's trust and buying behavior as a research topic. Therefore, the study presents TPB as the core, combined with quality and trust as to explore Taiwan users use Taobao shopping behavioral decision research framework, and attempt to verify the causal relationship between variables.
We use of Internet questionnaires as samples had Taobao shopping experience in Taiwan. The 270 surveys were distributed, 261 surveys were valid, contributing to a 97% valid questionnaire rate. We adopted SEM to test six hypothesizes. The results indicate the trusts have significantly positive effect on purchase intentions and buying behavior, and the attitude and quality have significantly positive effect on purchase intentions. Only hypothesis subjective norm on purchase intention have no significant influence. This shows that Taiwan of Taobao Friends has produced basic trust; their buying behavior is less affected by family, friends and professionals. In addition, the study attempted to dig in multiple-choice Taiwan of Taobao friends use Taobao consumer behavior, in order to provide advice on the practical.
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