| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 97 === E-commerce has become popular, and we could see there are many kinds of products sold on the web. By network, we could promote more potential consumer to purchase products. But, is there has great effect upon all kinds of products. This study will take apparel for example to explain the Influence of consumer characteristics on option of apparel channel.
Fitting is the most important step for purchase apparel. To fit it on and you will know does the apparel fit you. Not only the size, but also the patterns are important. Different patterns fit on different bodies. Therefore, if we want to pick satisfied apparel, just fit it on! Under this situation and the convenient e-commerce, virtual channel and the physical channel, which one is consumer’s option? It is the key point of this study.
Consumer characteristics have three portions: shopping habit, big five and web using habit. At first, let the three portions are independent variables, and let option of virtual channel is a Dependent variable. Conduct simple regression analysis individually to verify the positive or negative relation. Second, let big five and web using habit are intervening variables to verify whether the intervening variables will enhance or reduce the influence of shopping habit on option of apparel channel.
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