| Summary: | 碩士 === 大同大學 === 事業經營研究所 === 88 === This study finds out the 8 factors --information offer, trade mode, delivery function, after-service, security, attitude, brand image and price significantly effect the intention of Internet purchasing .The most important one is the price factor. In our samples, the percentage of experiencing Internet purchasing accounts for 9.9% only. The average value of the intention of Internet purchasing for all samples is 2.87(the median is 3), 2.93 for male subsamples, and 2.76 for female subsamples. So we can show that the intention of Internet purchasing still very low. There is still a great potential market in Internet purchasing for enterprises.
By gender, this study shows that the average value on the intention of Internet purchasing for “male” is higher than that of “female”. On the other hand, by the Internet purchasing experience, this study shows that the average value on the intention of Internet purchasing for “group with Internet purchasing experience” is higher than that for “group without Internet purchasing experience”.
According to the analytic results this study offers some suggestions for the enterprises. In order to strengthen the Internet marketing, the firms should pay attention to the followings.
1. Offering the attractive price (lower price).
2. Offering more rich information for www users.
3. Offering more convenient, quicker, safer trade function, delivery function and after-service.
4. Being careful about the quality of products.
5. Making the web-site full of fun and novelty.
6. Focusing on the male.
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