| Summary: | 碩士 === 國立臺北商業技術學院 === 商學研究所 === 101 === Nowadays, E-commerce is well developed and online shopping businesses become competitive along with progress of network technology. Companies hope to stimulate consumers' purchase desire to increase profit via new functions of or other uniqueness their website, but little do they know that they should understand the real needs of consumers and the cause of purchase desire to cope with each wave of the future e-commerce revolution. Though there have been other researches about analysis of customers' purchase intentions, this paper contains some different features. In this paper, we proceed actual verification via the application of the theory of planned behavior model ─ belief reinforcement model and estimate whether consumers' satisfaction and purchase desire would be affected by consumers' relationship benefits, motivation, belief and trust towards the website. We sampled from members of GoodsCome, conducted Internet questionnaires with 550 valid questionnaires, and analyzed them by SPSS and PLS. The empirical result shows that all assumptions are valid except external subjective norm, perceived behavioral control and social benefits which do not have significant influence on satisfaction. We hope this study can help people understand the relevant characteristics of online consumers, then network store owners could draw up a marketing strategy noticeable and expected by consumers to achieve a win-win situation.
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