Exploring the Decision Factors of Cross-border Online Shopping Service

• Main Authors: LIN, YEN-MING, 林諺銘
• Other Authors: LO, HAO-CHANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/gkf545

碩士 === 國立臺中教育大學 === 數位內容科技學系碩士在職專班 === 107 === With the rise of the Internet, online business opportunities have gradually expanded, online stores have continued to rise, and online shopping platform vendors have continued to increase. The purpose of this research study is to explore how consumers influence the decision-making process between Internet word-of-mouth, promotion methods, degree of involvement, perceived value and willingness to purchase when choosing a cross-border online shopping service. In this study, the consumers of shrimp skin were selected as research objects. The data were collected through a network questionnaire. A total of 169 valid questionnaires were collected. The data were analyzed by factor analysis, reliability analysis, validity analysis and structural equation modeling. analysis. The results show that (1) Internet word-of-mouth and promotion methods have a positive impact on perceived value, (2) product value and perceived value has a positive impact on purchase intention, and (3) the degree of involvement has a negative impact on purchase intention. According to the research results, management intentions are proposed. It is recommended that the industry introduce products or services that can make consumers feel the importance, and consider introducing a discount evaluation scheme to obtain the next purchase discount. Academic Contribution to develop a predictive model of cross-border online purchasing services, the purchase intention of the purchasing service can be reviewed and predicted.