Developing a Causal Model for Customers’ Online Shopping Intentions: An Empirical Study on Senior High School Students in Rural Area of Taitung County

• Main Authors: LIU,CHIUNG-YUEH, 劉瓊月
• Other Authors: Chen, Yi-Cheng
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/00147977042199072003

碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 101 === According to the report of “ Internet Usage in Taiwan” from TWNIC 2012, there are 77.25% of Taiwanese people have used Internet (including mobile Internet) among the interviewees aged 12 and above in Taiwan. Among these interviewees aged 15 to 19, 86% are interesting in Online Shopping and have Online Shopping experience. Taitung, with a population of 234,123, is the third largest county in Taiwan. It is also the longest county, owning 166 km of coastline, 2/5 of the total coastline of Taiwan. However, the inconvenient traffic issue seriously has hampered the development of business. Online Shopping is thus becoming a very important purchasing channel for people living the rural area of Taitung County. Drawing on the theoretical concepts from technology acceptance model, this study rigorously develops a causal model to explore the affecting factors that may influence senior-high school students’ online shopping satisfaction and purchasing intentions. A large-scale questionnaire survey was conducted in this study. The empirical data collected were then analyzed by the component-based structural equation modeling technique, partial least squares to test the proposed hypotheses and validate the nomological validity of the conceptual framework in this study. The major research findings of the study have confirmed that the antecedents including perceived usefulness (PU), perceived ease of use (PEOU), perceived playfulness and online shopping convenience have significantly positive on senior-high school students’ online shopping satisfaction. As well, senior-high school students’ online shopping satisfaction will positively affect their online shopping intentions. The research results of the study are expected to provide practical implications and recommendations to help the owners of online shopping websites understand the pros and cons among the critical influencing factors and consumers’ online shopping satisfaction and intentions.