| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系 === 103 === The popularity of the Internet, computers and smart devices, online shopping magnitude continued growth every year, individuals in the choice of goods purchased will be affected by the context of the group buy, opinions groups will be adopted by the purchaser, there is obedience tendency (Conformity) group norms, resulting in herd (Herding) behavior.
Engel and other scholars have found that personality is an important basis on marketing research, more typical study is trying to find out whether certain personality and buying behavior, such as media selection, innovation, opinion leaders, attitude change and so on. Engel et.al (1995).
Therefore, this study will use the decomposition theory of planned behavior to investigate whether consumers because of the impact of personality traits,relationships, resource conditions go online to buy a smart phone.
This research revealed that peer influence still affect student groups significantly ,however,resource factors、usefulness and easy of use of websites are also the elements that costumer would consider about in the e-commerce purchasing activity.
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