| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === In recent years, because the prevalence of computers and the advancement of Internet technology, the fact that Internet characteristics such as entertainment and informativeness lead consumers into purchase intentions for auction shopping. Therefore, It has become one of important issues for auction sellers to understand how to attract consumers for online shopping.
The objectives of this study are exploring those who have been shopping online in Yahoo auctions, and data collection is acquired from Web questionnaires. This study focus on the factor of motive factors to affect purchase intention for consumers. We defined hedonic motivation as experiential shopping value and shopping impulsiveness, and utilitarian motivation as information seek and price consciousness.
The empirical of study finding as follow. First, if the Web site of online shopping present rich and multi-function then it can attract both of buyer hedonic motivation and utilitarian buyer. Second, the Web site if only show the content of the product, then it only attract hedonic motivation buyer. Third, except of experiential shopping value, shopping impulsiveness, information seek and price consciousness, only shopping convenience has significant and positive effect on purchase intention. Finally, utilitarian motivation has more effect on purchase intention than hedonic motivation.
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