| Summary: | 碩士 === 國立暨南國際大學 === 資訊管理學系 === 99 === With rapid development of Internet and increasing online markets in recent years, understanding consumer demand will help network operators to reach operating sustainability. Therefore, scale of consumer types plays an important role for network operators. However, consumer types classified by foreign scholars are different from domestic lifestyle. Hence, applying the types of consumer is not appropriate in the country. With changes in the environment, consumer behavior nowadays in decision-making process on buying products is more complex than the past. Also, the types of consumer must be constantly changed as far as environment changes.
The study explores the relationship between consumer types and online shopping using consumer types as the basis. Samples are mainly from enterprises, government agencies and part-time students in all different industries to diversify the number of samples for snowball method. The main object of study focuses on domestic workers who have actual power of expenditure. Eight dimensions were further proposed as follow after validation: quality-oriented, brand new, entertainment, price-oriented, interpersonal, expert reference group orientation, habit-based. This study utilizes these eight dimensions to confer if there are significant differences among different types of consumers and Online shopping tendency. Simultaneously, we regard the process of online shopping as a variable in order to explore if consumer types indirectly affects the process of online shopping
Verifying the results of this study indicate that: (1) different types of customer shop online will produce different effects; (2) refer to groups of consumers for online shopping program has indirect effects; (3) types of customer tend to be quality-oriented consumers.
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