| Summary: | 碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班(EMBA) === 96 === Along with gradual increase in the Internet use of the global population, the Internet has become a part of life for modern people. As the Internet marketing grows rapidly, consumers have new options in the Internet shopping. This trend has caused many enterprises to pay more attention to the operation of anInternet business. As the commercialactivities in Internet purchasing increase, entrepreneurs are paying more attention to the Internet businesses. These activities indicate the importance of the Internet marketing.
Before the consumers start Internet purchasing, they may have different intentions based on their personal characteristics. The deciding factors for the consumers include thewebsite characteristics, marketing characteristics of an enterprise and its environment. Based on relevant literature research, a model has been proposed, in which the factor saffecting the purchase intention of the consumers include characteristics of the consumers, website characteristics, product characteristics plus reference groups. Representative variables of each item or factor are extracted for measurements of the degree of influence to the consumers' purchasing intention.
This research is based on Internet surveys and face to face interviews to collect information from those who have Internet experiences, including classmates and entrpreneurs but excluding enterprises and organizations. The data analyses are carried out with LISREL program. The results indicate that the consumers' characteristics, website characteristics, Internet marketing characteristics and reference groups may affect the consumers' intention or decision. This study proposes to those who intend to operate an Internet business that the website must be designed professionally and commercially viable so that the consumers will see this website as a quality and professional one for their purchasing. In order to raise the purchasing intention of a consumer, a method to reduce risks for the purchaser should be invoked.
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