| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 91 === From the lesson of the dot com bubble in 1999, we have learned that the key to success in the internet market is the integration of the value chain and the understanding of consumer behaviors. The purpose of this research is to investigate consumers’ decision-making process of purchase when they shop on the Internet.
The linkages between consumers’ post-purchase experiences and the feelings evoked by interacting with the internet shopping environment were investigated by the questionnaire method. The data was collected through the internet.
The test for goodness of fit showed that the responses from i-Video.com consumers fitted well the model proposed in this study. Based on this model, the relationships between factors could be well explicated. This study suggested that a good internet shopping environment could induce consumers’ positive experiences which result in unplanned purchase and intention to return.
The results of this study contributed to a better understanding of web customers’ decision-making process for both researchers and practitioners. For researchers, the study was done in a real website with real customers using “flow” theory, and the results could correlate those theories from early research. For practitioners, the results suggested that e-tailers should emphasize on consumers’ shopping experience, and prepare a comfortable shopping environment to enhance consumers’ shopping experience.
|
|---|
