THE RESEARCH ON THE IMPACT OF CONSUMER''S PURCHASE INVOLVEMENT, INTERNET USE BEHAVIOR, AND THE ATTITUDE TOWARDS INTERNET SHOPPING INFORMATION ENVIRONMENT, HAS ON INTERNET SHOPPING INTENTION

• Main Authors: Chia-Heng Tang, 湯嘉恆
• Other Authors: Cherng George Ding
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/50739790606181054732

碩士 === 國立交通大學 === 經營管理研究所 === 87 === The increase use of Internet has derived tremendous potential opportunities thus making the Internet shopping for business. However, more than half of the Internet users will evaluate the development of Internet shopping environment prior to decide whether to proceed with Internet shopping or not. The purpose of the research attempts to understand the current consumer''s attitude towards Internet shopping environment based on the given Internet characteristics, as well as to study the reasons for consumers to engage in Internet shopping. This research will be able to offer reference data to today''s Internet stores as well as any corporation intending to develop sales strategy regarding Internet shopping. This research compiled documents such as current foreign and domestic Internet shopping status and relevant researches, Internet shopping information environment, consumer buying decision process theory, and the involvement theory, to construct the operating framework for this research, which is to study the impact of consumer''s purchase involvement, Internet usage behavior, attitude towards Internet shopping information environment, and demographic variation, has on Internet shopping intention. This research used Taiwan national university students as research objects, and utilized questionnaires via e-mail to collect data to proceed with empirical study. The statistical methods incorporated by this research included frequency analysis, correlation analysis, regression analysis and ANOVA., to analyze these data. The following five points are the main discoveries of this research: 1. Internet users in general are dissatisfied with the current Internet shopping information environment, home page designs and multimedia effects are the worst being, followed by the protection given on private personal information. 2. Product type and item information has the highest impact on the desire to engage in Internet shopping, followed by the creditability of the Internet shore, and the accessibility to product information is the third. 3. Internet users with high purchase involvement have higher Internet shopping desire than Internet users with low purchase involvement. 4. The longer the Internet user has used the Internet, the higher the weekly frequency of use, the more the convenient to the Internet access, the higher the home page designs and multimedia effects intention of engaging in Internet shopping will be. The ones with previous Internet shopping experience also have higher desire for Internet shopping. 5. Male Internet users owing credit cards have higher Internet shopping desire.