消費者購書方式選擇行為之研究-比較網路購物、郵購、傳統購物

• Main Authors: Lin, Hui-Wang, 林慧宛
• Other Authors: 凌瑞賢
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/75466336581245735795

碩士 === 國立成功大學 === 交通管理學系 === 87 === Due to the application of internet becoming popular, teleshopping offers consumers a new shopping way to gather information of merchandises. Consumer only stay at home, connecting the internet , and click the mouse , then they can get a lot of information about merchandises. As a result, the way that consumers get the information of merchandise will become more diversified. This research is going to discuss the conditions that affect consumers decide to choose teleshopping , mail order , or shopping , and analyse the effect on each conditions to the consumers making their choices. This research choosed the books to be the particular merchandise, using the question design form of stated perfect to do the question design work, and focus on Tainan city’s residents to undertake the question survey, using the results of the question survey to build the utility function of consumers, Because of this research includes teleshopping, mail order, shopping these three alternatives , therefore, it will based on discrete choice theory , and use Multinomial Logit Model to build the decision behavior model, beside, this research also focus on three generic variables of utility function to make a elastic analysis deeply, and discuss the effect of purchase books that consumers choose. Display of the result on this research 1. Consumer choose to purchase books in the traditional bookstore are affected by the own of motorcycles, by way, the security of transactions, book discounts , and delay of deliver books；to purchase books in the bookstore on the internet are effected by whether connect to internet at home, the holdings of credit cards, the security of transactions, book discounts, and delay of deliver books；consumers use mail order are affected by the holdings of credit cards and whether pay attention to the information of advertisement, the security of transactions, book discounts, and delay of deliver books；beside, consumers with different kinds of social-economic character , their affects are different. 2.From the result of elastic analysis, the aggregate elasticity of deliver books delay is higher than the security of transactions in the whole model, and the aggregate elasticity of the security of transactions is also higher than book discounts. Furthermore in the model of different social-economic character the whole elasticity of each social-economic character is different.