| Summary: | 碩士 === 國立屏東科技大學 === 資訊管理研究所 === 86 === Due to a rapid expansion of commercial usage on the Internet, on-line business is showing its growing potential and economic benefit on business competition. On-line shopping is a totally new consuming experience for most people. However, though fast and convenient comparing to traditional shopping, social contacts, such as bargaining, are not provided during the process of on-line shopping. Moreover, stereotyped consuming behavior of "seeing is believing" and concerns on Internet security may also be obstacles for many consumers to shop on-line. Through investigating WWW users'' expectation on shopping environment and business running style of on-line
companies, this study examined influencing factors for users to adopt on-line shopping. Factors causing users to avoid on-line shopping are also of great interest. Enterprises doing Internet business may find the results of this study useful in their marketing analysis and planning.
A web-based questionnaire was employed. Items were grouped into five sections in the questionnaire: on-line shopping environment, on-line business running style, on-line shopping experience, reasons avoid shopping on-line and demographic information. A total of 617 questionnaire was collected, 410
males and 207 females. The results indicated that male subjects were higher motivated to shop on-line than their female counterparts. Subjects with on-line shopping experience were found to have significantly higher motivation to shop on-line than those without such experience. Security problem of using credit card for payment via Internet still is the most concerns for many subjects. Provision of detail information regarding
product description and procedures for making order, as well as a comprehensive after-sell service may largely encourage web users adopting on-line shopping. Having exceptional items that could only be found on Internet-based shopping place may also attract web users to shop on-line.
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