Relationship of Consumers' Shopping Orientation and Purchase Behavior on the Internet: An Empirical Study of Online Apparel

• Main Authors: Chien-Ting Wei, 魏健庭
• Other Authors: Tung-Xiung Wu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/97x4n3

碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 100 === This empirical study investigated the relationship of consumers’ shopping orientation and their purchase behavior on the Internet. Comparing with most of the former researches’ foci were on the purchase “intention”, this study emphasized on measuring consumers’ real ‘behaviors” including the quantities of goods and the amount of expense that they had paid for online shopping for the last half year. There were four independent variables selected and employed in this study that were brand, convenience, price and confidence. The result found there was only the influence of “price’ had reached a 0.5 significant level of difference.