| Summary: | 碩士 === 樹德科技大學 === 資訊管理系碩士班 === 102 ===
In recent years, the internet e-commerce has become an emerging channel outside the traditional marketing pathways. Coupling with the without ceasing all year round, low cost, and the superiority of consumer demand, online shopping has led to a global trend and its global-market characteristic has made e-commerce obviously become the mainstream in future commercial development.
This study was made on the basis of theory of reasoned behavior to consider and investigate the impact of consumers’ shopping value and subjective norms (influences from family, friends and subordinate groups) on shopping intention, behavior and satisfaction. The impact of consumers’ shopping value on satisfaction was also investigated. Besides, we studied the relationship of consumers’ behaviors by collecting data and investigation, to offer online corporations references while reviewing the performing effect of selling policy.
We sent out 530 copies of formal questionnaire by easy sampling way, and 523 copies were retrieved. Deducting ineffective 57 copies, the effective 466 copies went to 89.1%.
The collected data were analyzed by descriptive statistics, item analysis, reliability analysis, confirmatory factor analysis, t-test, anova, analysis, analysis of mediating and moderating effects, and structural equation modeling analysis.
The results showed that different backgrounds- sex, marriage status, ages, level of
education, the time to start online shopping didn’t have significant different on the
impact of ”shopping value” and “subjects norm”. However, the online purchasing
times didn’t have significant impact on shopping value; while having remarkable
effect on subjective norm. Besides, shopping value and subjective norm were
factors influencing online purchasing intention, especially shopping value was
stronger and significant. Furthermore consumers’ purchasing intention had
significant and positive impact on its purchasing action; as same as the shopping
value toward its satisfaction.
At last, we offered specific suggestions to online corporations for their future
operating principle, and references for future research workers too.
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