The Research on Lifestyle and Online Consumer Behavior of Single Females in Taipei City

• Main Authors: Chou,Nan-Ping, 周南蘋
• Other Authors: 徐淑敏
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/50462449921347857837

碩士 === 臺北市立教育大學 === 歷史與地理學系碩士班 === 99 === The main purpose of this research is to explore the mutual relation between single female in Taipei City and online consumer behavior. This research adopted Judgment Sampling and Snowball Sampling to conduct online and paper questionnaire survey, and 324 questionnaires were retrieved. The results of this research were obtained by the statistics methods of t-test, One Way Analysis of Variance (ANOVA) andχ² test. The research discovers that there are significant differences in online consumer and decision behavior of problem perception, information search and proposal evaluation in lifestyles of single female in Taipei City. In addition, for the background variable, age, level of education, profession and average monthly income are significant. According to the discovery and the conclusion of this research, the researcher would like to suggest authorities to construct security mechanisms of online shopping. The government should supervise and legislate against online shopping scams or other transgressions; professional law consultation service should be provided to consumers so that they can shop safely online. In addition, there are not much existing researches on lifestyles of single female and online shopping, and future researches could expand their scope to regions outside Taipei City so that the results could be more accurate and deductive. Aside from questionnaires, other research methods such as interviews and case studies could be employed when carrying out further analysis. Two research variables, “purchasing behavior” and “after-purchasing evaluation”, could be added into future researches to contribute to their integrity.