| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 92 === Abstract
The purpose of this study was to investigate the influence of internet shopping intention on computer self-efficacy, money attitude, perceived risk as internet users.
The documentary analysis method and a questionnaire were used to achieve this purpose. A web-based questionnaire was employed. The sample included 955 internet users , using “The Computer Self-efficacy , money attitude, perceived risk and shopping intention Questionnaire”.
After the questionnaire was collected, statistical methods such as descriptive statistics, Factor analysis , one-way ANOVA, Pearson’s product-moment correlation , Cluster analysis and Stepwise Regression were employed to analyze the data.
The findings are as follows:
1. The characteristics of the majority respondents are male, high -educated and students. The results indicated that male subjects were higher motivated to shop on-line than their female counterparts；line shopping experience were found to have significantly higher motivation to shop on-line than those without such experience.
2. There was a positive relationship between internet shopping intention , computer self-efficacy and money attitude；a negative relationship between internet shopping intention and perceived risk.
3. By using Two-Steps Cluster Analysis Method, we segment internet users into three groups which are ”Risk lover” Group ,”neutral” Group and ”Risk averser” Group.
4. The cumulative variance of computer self-efficacy, money attitude, perceived risk and the demographic variables to internet shopping intention was about 19.4%.
Finally, recommendations based on the findings and conclusions of the study were made for internet seller and further study.
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