| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 100 === As the growth of the internet become more and more significant in our life, it has changed our way to purchase product. Nowadays, people seek for more efficient way to purchase product. Through the existing of information technology network such as the internet as a mechanism for cost comparison, searching for affordable and reasonable prices will be easier. This is a transformation from the conventional approach to a modern approach.
Internet applications have attracted a great amount of attention from industrial practitioners and academic researchers, due to the fact that the information exchanging and sharing is a key part of successful business operations. The purpose of this research is to understand factors that influence online purchase intention. The effect of eWOM, price, brand reputation, and brand trust are being examined as factors influence consumer’s intentions to purchase online.
This study collected data by adopting online questionnaires. The sample respondent of this study is internet user. Data collected by online survey using convenience sampling. The results indicate that there are positive effect between most of the construct and online purchase intention.
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