| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 103 === In recent years, due to the rapid development of the Internet , the convenience of e-commerce transactions, setting off a network of consumption opportunities. Not only is the distance between the consumer and the seller is shortened, but also means the Internet marketing channels to expand.
The significant rolls that consumers make a decision to buy a product comes from their self distinction and habit as well as influence from seller reputation. A business owner has to understand these factors and find a way that makes consumers choose their product from thousands of others.
This research sample from students in Tatung University and base on internet business. It discusses reputation evaluation from internet of the seller and self construal which influence to consumer. As well as classify consumer self distinction
Included friend, product categories as disturb factors. According to internet purchase evaluate table from 280 students for this research. Graded from 0-10 related to seller as 0 is the worst and 10 means best. Formula 1：2(selling reputation: up/down side) x 2(self construal: interdependence/independence) x 2(friend purchased: Yes/No.) and Formula 2：2( selling reputation: up/down side) x 2( self construal: interdependence/independence) x 3 (product categories：search, experience, and credence goods).
The results showed that consumers in different shopping situations, the seller reputation and self construal to the consumer purchase intention. However, accompanied by a friend, and product categories will affect the consumer's purchase intention. And the seller reputation and self construal interaction under the influence of product categories actually interfere with the consumer's willingness；Similarly, the seller reputation and self construal interaction under the influence of friend actually interfere with the consumer's willingness.
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