| Summary: | 碩士 === 國立中央大學 === 企業管理研究所 === 97 === With the development of internet, depending on the advantage of cost, space and time saving, many consumers are attracted by virtual channel. That causes a number of network stores increased severely. Network stores must survive in the steeply blooming competition. When network shopping the consumers’ considerations of psychological factors and website factors must be understood, so as to the network store to respond to the change.
The main study of this research is whether consumer''s psychological characteristic will affect the intention of using network shopping to purchase 3C products? According to the individual difference in Engel-Kollat-Blackwell model, all the consumers’ psychological factors are extended which includes values, perception risks, attitude and motive. Those psychological factors are discussed whether the intention of network shopping is affected? The advertisement, product quality, security and convenience are also considered to find out the shopping website, whether the consumers are trust sufficiently enough to induce the purchase behavior?
This research carries out by the real diagnosis way. The persons who to answer the experience in had purchasing 3C consumer products in the network and chosen the questionnaire. And the structural equation model is used to confirm the causal relation among latent variables. After the real diagnosis analysis, consumer’s attitude and motive will influence consumer’s purchase intention, consumer’s intention, product quality and the convenience of purchasing will affect consumer''s purchase behavior. But the values and perception risk will not obviously affect the purchase intention, and the security of network shopping also will not affect consumer’s purchase behavior. These different views found are worth the network stores taking further consideration.
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