The study of the factors that will influence consumers to choose an independent purchasing agent to shop online

• Main Authors: Chin Shan Chung, 鍾錦山
• Other Authors: T. Y. Chen
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/43519357673230461115

碩士 === 長庚大學 === 管理學院碩士學位學程在職專班經營管理組 === 101 === While shopping online became popular, consumers‘ shopping behavior have changed, and the way business run has also changed. Since there are so many ways to shop online, business has no choice but invest more time and money on online shopping. There are many ways to shop online, but not all of them are used by consumers. Independent purchasing agent is one of them which is rarely heard and used. Thus, the purpose of this study is to learn the key factors that will influence consumers to choose an independent purchasing agent to shop online - based on Innovation Resistance model by Ram &; Sheth (1989). The study used Simple Random Sampling (SRS) and 444 samples were obtained. The results has shown that Usage Barrier, Value Barrier, Risk Barrier, Tradition Barrier and Image Barrier have significant influence on online shopping. Finally, this study will propose some suggestions for possible barriers and obstacles and also the directions for future studies.