Applying the Technology Acceptance Model and Involvement to investigate Cross-strait Consumers’Online Shopping Experience: A Case Study of Taobao.com

• Main Authors: Fang-Min Tsai, 蔡芳旻
• Other Authors: Yulin Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/s399b4

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 102 === Technological change in the mobile device , allowing consumers to watch Internet message anywhere from one fixed point to browse the network information , transformation and development of e-commerce and shopping sites , become the object of academics, business and government are concerned , this thesis China Taobao in the past development of computers and mobile phones today , more APP software development , and for the use of consumers on both sides of Taobao , the use of PC computers, mobile phones and APP technology consumer habits perception scale model analysis , the consumer population Statistics and involvement on purchase intention background . This study used questionnaires network with Internet questionnaire randomly selected sample of 412 consumers , through statistical methods for data analysis , the study results : 1 , consumers living in China for Taobao Technology Acceptance Model , involvement, purchase intention will be greater than the residence of consumers in Taiwan ; 2 , female consumers Taobao technology acceptance model , involvement , shopping willingness to be larger than male consumers ; 3, using the Taobao network perceptual model of consumer technology to the extent of 45-54 obvious use , which Taobao network and improve the perception of interesting Taobao consumer involvement can raise consumer purchase intention ; 4, using the Amoy consumer Mobile Technology Po perception model to the extent of 45-54 obvious use Taobao perceived usefulness of mobile phones , mobile phone Taobao perceived involvement interesting and increase consumer Taobao can improve 5 , using APP technology Taobao consumer perception model to the extent of 45-54 obvious use , perceived ease of use APP Taobao , Taobao APP perceived willingness to use and improve ; consumers'' purchase intention Taobao consumer involvement can improve consumers'' purchase intention ; 6 , aged 45-54 years consumers have significant differences in the use Taobao Taobao shopping involvement and willingness ; 7 , Taobao web pages , phone model and APP technology perception and Involvement has a positive effect on purchase intention .