The Influence Factors on Consumer's Shopping Platform

• Main Authors: CHAO, YAO-CHENG, 趙珧丞
• Other Authors: Liaw, Gou-Fong
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/3vvns2

碩士 === 輔仁大學 === 織品服裝學系碩士在職專班 === 107 === The use of smartphone has become everywhere today. People can't live without smartphone. How to attract consumers to shop online or by smartphone is the target of each company. However, due to the diversity of eqiupments, the conversion rates are different. This thesis will based on the service quality of website to discuss why consumer converts from website to mobile APP. The study adapts the online questionnaire and convenience sampling to collect samples. And we use the statistical softwares(SPSS 18.0 and SmartPLS 3.0) to analyze by Descriptive Statisticson, Common Method Variance, and Partial Least Squares on the 401 valid samples.After statistical analysis, we come to the following conclusions： 1. Electronic Service Quality has significant influence on Usage Intention for mobileAPP. 2. MobileAPP’s Benefit has significant influence on Usage Intention for mobileAPP. 3. Perceived Risk Tolerance has not significant influence on Usage Intention for mobileAPP. 4. Website Usage Habit has significant influence on Usage Intention for mobileAPP. 5. Website Usage Habit provides a mediating effect between Electronic Service Quality and Usage Intention for mobileAPP 6. Website Usage Habit does not provide any moderating effect between mobileAPP’s Benefit and Usage Intention for mobileAPP 7. Website Usage Habit does not provide any moderating effect between Perceived Risk Tolerance and Usage Intention for mobileAPP And according to research result to propose marketing strategy and follow-up research suggestions.