| Summary: | 碩士 === 靜宜大學 === 資訊管理學系 === 104 === More and more consumers use mobile devices, such as smart phones, shopping on internet. However, designed under traditional web design technology, contents of web pages will be distorted by limited display screen of mobile devices and thus reducing consumers’ willingness to buy. If web pages are designed with "responsive web design" (RWD) technology, they will be automatically adjusted according to the size of display screen. In this study, members of a bike website designed by RWD are investigated to see the effects of RWD web pages on consumer purchase intention.
The Rationale of this study is based on the integration model of “Theory of Planned Behavior” (TPB) and “Technology Acceptance Model” (TAM). Theory of planned behavior has good explanatory power in exploring the consumer's shopping behavior model. Employing constructs, perceived usefulness and perceived ease of use, of TAM will clarify the relationship between the user’s attitude of using RWD web pages and his/her behavior intention. Further included in the construct, perceived benefits, will introduce a positive impact on consumer attitudes and purchase intention to use the website. The model of consumer shopping behavior on RWD bicycle website is thereby established.
In this survey, totally released 391 sampling designed questionnaires and took back 334 effective questionnaires, with an effective recovery rate of 85.4%, excluded incomplete questionnaires. The result shows that the eight hypotheses proposed in this research are all fully supported. Our model can be applied on shopping behavior for the using "responsive web design" technology to produce bicycles website.
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