A Preliminary Study of Consumer Behavior on the WWW Shopping -- The Effect of WWW Experience
碩士 === 國立交通大學 === 傳播研究所 === 84 === The World Wide Web(Web)makes Internet more interactive by its multimedia presentation and hypermedia links.On-line shopping is a new application of business on the Web. This thesis tries to understand the consumer behavior of shopping on the Web by analyzing the...
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| Format: | Others |
| Language: | zh-TW |
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1996
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| Online Access: | http://ndltd.ncl.edu.tw/handle/72345158662685956163 |
| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 84 === The World Wide Web(Web)makes Internet more interactive by its multimedia presentation and hypermedia links.On-line shopping is a new application of business on the Web. This thesis tries to understand the consumer behavior of shopping on the Web by analyzing the Web usage experience of consumers. The conclusion of this study will povide suggestions to marketing operators for strategies.
A preliminary questionaire was posted at Taiwan BBS on June 1996. It asked the basic usage of Web, the behavior of shopping, and the variables of population. Results of our analysis shows that (1)the access speed to the Web is the major concern of using the Web; (2)the most popular products on the Web shopping are related to computer hardware & software; (3)the links with other sites or homepages will increase the chance to be visited; and (4)a shopping site with its own characteristics will attract more visitors.
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