| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 105 === The online store of care products and cosmetics established in recent years more and more, purchased the care products and cosmetics on the online store to become more frequent, the market is still increasing continuously, but the online store is not like offline store can use. Therefore, the care products and cosmetics online stores have many factors which can affect consumer. Among of the factors are the consumer has subjective to the characteristics of the product and perceived of the online store, as well as different type of the online store can affect consumer to make different perceived. This is the purpose of this study.
In this study, the literature review on the technology of Davis (1989) as the basis of the science and technology acceptance model, the consumer's understanding of the care products and cosmetics website, the website characteristic perception and the product perception as the external variables, the purpose of this study is to classify the products sold by its website, and the products are sold as "vertical" and "horizontal". Type, added to the variable, to explore whether the interference effect.
In this study, a total of 590 questionnaires were collected. The results showed that the characteristics of website perception and product quality perception had a significant effect on perceived ease of use and perceived usefulness, which affected the purchase intention. The study found that consumers were of different types of websites. Perception aspects, vertical sites and horizontal sites have significant differences, the vertical site of the consumer product quality awareness of the site awareness of the ease of use and usefulness more significant level. The results of the study can be used as a reference for the industry in the establishment of the care products and cosmetics website, if they focus on consumer awareness of the product perception, it will be able to enhance the consumer's desire to promote merchandise sales.
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