| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 89 === Title of Thesis：A study on the factors of buying behavior and the acceptance of internet shopping─take, for example, the cell phones Total Pages：67
Key Words：internet shopping, buying behavior , channel, service quality
Name of Institute：Master’s program in International Business, Tamkang University
Graduate Date：June, 2001
Name of Student：Hsu Chia En Degree Conferred：Master
許嘉恩 Advisor：Dr. Yi─MingTseng
曾義明 博士
Abstract：
With the development of Internet which have gone beyond the fence of space and time, the number of Internet users has been getting larger rapidly. Nowadays, Internet has also been commonly used in commerce. Enterprises never fail to get involved in the electronic commerce based on the Internet, which makes electronic commerce a new way of purchase.
Up to now, the percentage of people who shop on the Internet is still quite low. Therefore, we have conducted a survey based on the whole students in four private universities. After straightening up all the books dealing with Internet shopping and consumer’s behavior, we decided to explore how much consumers will accept Internet shopping through brand, service quality, security and consumer’s factor. Besides, we’ll compare its acceptance with the counterpart towards traditional stores.
This study is aiming at cell phones. By the nature of products, it can be classified into durable hi-tech products.
When it comes to the purchase for durable hi-tech products, we can easily find the big differences between the consumers with experiences in Internet shopping and the ones without. These differences lie in service quality and service security.
When consumers purchase cell phones over the Internet, the study shows that high quality, reliable service, guarantee, all-time caring, transaction security, benefits from the diverse channel and low- price strategy will enhance the acceptance for Internet shopping.
In addition, consumers tend to buy cell phones from the traditional stores with high brand awareness, guarantee for quality and good after-sale service.
According to the study’s findings, we offer some practical suggestions to current and prospective e-commerce enterprises. Hopefully, they can map out some good marketing strategies with our findings.
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