| Summary: | 碩士 === 國立交通大學 === 管理科學系 === 90 === Under changeable circumstance of E-Commerce, the most important thing for the on-line B2C company is to know well about the consumer behavior of on-line shopping. For the purpose to earn profit and run business continually, administrators should launch appropriate products and adopt efficient promotion strategies on right price and right place based on consumer behavior. Thus, this study focuses on the web user in Taiwan as the sample group and examined how consumers affected by extrinsic cues and product knowledge. The research involves the variable 「Objective Knowledge」and chooses 「Price」and 「Web Brand」 as the extrinsic cues.
The research showed that most of those who have experience of on-line shopping are people between 25~34 years old. The more familiar of the internet environment, the more often they shop on-line. The previous experience of on-line shopping can help reduce consumers’ perceived risk. It also shows that the previous experience of on-line shopping influence consumers’ perceived quality. Price has strong effects on perceived value and willing to buy likewise web brand affect perceived quality.
Finally, this study proved that extrinsic cues have large effects on web users with middle and high product knowledge, but have small effects on those with low product knowledge. Therefore executives should provide different web-site content and product information to fit individual needs of web users with different knowledge.
|
|---|
