| Summary: | 碩士 === 大葉大學 === 教育專業發展研究所碩士在職專班 === 99 === The main purpose of this study was to investigate the statistical distribution among online shopping patterns, hedonism, utilitarianism and online shopping behaviors of undergraduate students from different backgrounds. The correlation among online shopping patterns, hedonism, utilitarianism and online shopping behaviors were also discussed, and the predictability based on online shopping patterns and online shopping values were further analyzed.
The study was conducted through the questionnaire-survey method. Subjects were 464 college students from central region of Taiwan. 2 instruments, online shopping values and online shopping behavior, along with demographics and online shopping patterns were included in the study. The collected data underwent Chi-square, independent t-test, ANOVA, Pearson’s correlation, and multiple regression via the SPSS 12.0.
The results of the study are as follows: (a) There were significant differences in the different background variables of the undergraduate students’ online shopping patterns, hedonism, utilitarianism and online shopping behaviors. (b) There were significant differences in the online shopping patterns and online shopping behaviors. (c) There were positive correlation between hedonism, utilitarianism and online shopping behaviors. (d) Hedonism and utilitarianism can significantly predict online shopping behavior.
Based on the data of literature review and the research conclusion, suggestions were afforded respectively for students, educational administrators and future researchers.
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