| Summary: | 碩士 === 國立雲林科技大學 === 國際企業管理研究所 === 100 === The population of internet users has growing rapidly since the past few decades. B2C and C2C market has massive growth since then. Consumers are now enjoying the convenience of online shopping. All the products are intangible and might be different from the actual product as what you imagined. So the online shopping experiences, the attitude toward online shopping, business reputation and service quality are the aspects affect online shoppers’ customer satisfaction, E-trust and purchase intentions. The purpose of this study is to see how these dimensions above effect Chinese and Taiwanese university students’ purchase intention on buying clothes and electrical products, and how they affect the difference models.
The data of this study was collected via 603 valid questionnaires and answered by the students. The result indicated that Chinese had more online shopping experience than Taiwanese. In the model of both areas and both products, business reputation and service quality had positive effect customer satisfaction. However, online shopping experience, attitude toward online shopping and business reputation had positive effect E-trust. Meanwhile, customer satisfaction and E-trust had positive effect purchase intentions.
This study adopt factor analysis and LISREAL to analysis all the dimensions. Taiwanese consumers’ E-trust was affected by online shopping experience but Chinese consumers were affected by attitude toward online shopping. Furthermore, Chinese consumers were likely to pay more attentions to the reliability and the reactiveness of the website. On the other hand, Taiwanese cared about the function of the website and its interface. The study analyzed the result of the data and offer suggestions for future research and development.
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