| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 91 === In recent years, the growth of Internet’s popularity and prosperity not only brings about people’s intention to utilize Internet service, but also enhances the attractiveness of e-commerce. Many entrepreneurs spot how usages of Internet can benefit their business due to its main advantages, such as low cost and fast reaction. As the result, besides the traditional retail sales and leaguers, many other businesses gradually started to adopt Internet as a mean to interact with their customers, including online shopping and other services. On the other hand, for customers, it is extremely convenient to simply sit in front of their desktops, look through catalogs, and buy what they like with several simple clicks on their computer screens. Because of the convenience of online store, more and more people started trying this modern way of shopping.
The purpose of this study is to investigate what external factors would affect online shoppers’ intention to purchase items online, and how various available items influence shoppers’ intention to buy things through Internet. The result of the study shows that internet shoppers’ intention to purchase items online is directly proportional to the products’ digitalized degree, network readiness index, and geographical factors; inverse related to the information richness and technology acceptance. Moreover, there are also significant differences in ratios of online shopping among various countries and products.
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