| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 107 === With the rapid development of technology and the internet, people’s consumption habits have changed greatly. Taking advantage of modern people’s needs for getting things quickly and conveniently, e-commerce has become all the rage. In the past, the growth of e-commerce in Taiwan was relatively slow compared with other countries. However, ever since some large-scale e-commerce companies entered the Taiwan market, more and more micro-enterprises have joined online shopping platforms to stay competitive. To shop online, consumers need to use carriers such as smartphones, tablets, or computers. Each type of carrier has its own interface, providing users with a different consumption experience.
In this study, the author adopted the Technology Acceptance Model (TAM) to investigate consumers’ purchase intention and behavior. By collecting and studying documents, the author identified four factors that might affect consumers’ purchase intention and behavior, including perceived usefulness, perceived ease of use, types of discount, and online word-of-mouth. This study will investigate if these four factors have a positive impact on consumers’ purchase intention, and whether consumers’ purchases have a positive impact on consumers’ consumption behavior.
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