| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === As the number of Internet users increases and the Internet technology develops rapidly, companies start to apply the Internet to marketing and customers begin to accept the concept of online shopping. Therefore, how to utilize the global information to grasp this vast market will be the top priority for enterprises. With the aim of investigating the possible factors that affect customer’s intention of online shopping, the study classifies the influencing factors of online shopping behavior into four categories, including website characteristics, product characteristics, store image and perceived playfulness. The differences between demographic variables and those factors are then discussed. By questionnaire survey on online shopping experiences of customers in Taiwan, the research intends to conduct validity and reliability analysis on the 502 data collected. Moreover, T-test and One-way ANOVA analysis are applied to examine whether demographic variables have significant influences on website characteristics, product characteristics, store image, and perceived playfulness.
The research results are as follows:
1. A significant difference is found between gender and marital status and website characteristics.
2. A significant difference is found between gender, frequency of Internet use, and Internet access hours and product characteristics.
3. A significant difference is found between age and store image.
4. A significant difference is found between gender, income, frequency of Internet use, Internet access hours, and online shopping experiences and perceived playfulness.
|
|---|
