| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 97 === Taiwanese on-line shopping market has astonishing potential because of its size, and we can obviously find it’s still going enriched rapidly year by year. On-line shopping with its cheaper prices, easy to search for information, seller’s website platform for information to circulate, has positively increased consumers’ intentions to shop online. Nevertheless, different from other traditional shopping methods, on-line shopping provides a brand new type to communicate and purchase products. It’s definitely necessary to discuss what factors would influence consumers’ purchasing behavior?
At present, relative researches used “Decomposed Theory of Planned Behavior” as the basic research structure to explore consumers’ on-line shopping behaviors. However, most of these studies considered the variables which were mentioned by the “Decomposed Theory of Planned Behavior”, or merely adopted partial variables. As yet, there’s no research extenses the “Decomposed Theory of Planned Behavior”and adds relative variables to constructed a broadly structure to entirely analyze consumer’s shopping behavior. Therefore, we explore the consumer’s on-line shopping intentions and actual purchasing behaviors by an deliberately configuration
The empirical results could be divided into five conclusions. First of all, high level of consumers’ perceived “Usefulness”, “Ease of use”, and “Compatibility”, along with low level of “Perceived Risks” would increase consumers’ “Behavioral Attitudes” toward on-line shopping. For on-line shopping consumers, Compatibility is the most powerful dimension of Behavioral Attitude. Second, consumers’ reference group would influence their “Subjective Norms”, including “Direct Contact” and “Indirect Contact”. On-line shoppers’ Direct Contact has the most significant influence on their Subjective Norm.Third, consumers’ high level of ”Self-efficacy” and ”Facilitating Condition” would positively increase their “Perceived Behavioral Control”. Self-efficacy has more influence to Perceived Behavioral Control. Fourth, the higher the “Behavioral Attitude”, “Subjective Norm”, and “Perceived Behavioral Control” consumer is, he has the higher on-line shopping “Intention”. Among these factors, Behavioral Attitude is the most powerful dimension of Intention. Except that, consumers’ different level of “Shopping Orientation” would also influence their on-line shopping Intentions.
Finally, consumers’ ”On-line Experience” and “Product Involvement” would have mediating effect between their “ Intentions” and their “Actual Usage”.
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