A Study on Online Shopping Behavior of Elementary School Teachers in Yilan County

• Main Author: 游青芬
• Other Authors: 段昌國
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/t9jnm3

碩士 === 佛光大學 === 未來與樂活產業學系 === 102 === More and more people are accustomed to online shopping, which provides them various way to shop, and also makes certain influence on their leisure time. The main purpose of this study was to analyze the online shopping behavior, including experience, consumer involvement, and perceived value of elementary school teachers, took Yilan County as an example. After the analysis of questionnaire, the findings were as follows: 1.It was found that 92.7% of elementary school teachers have ever shopped through the internet, and the proportion of teachers with online shopping experience is inverse to age. 2.Nearly sixty percent of elementary school teachers browse the shopping website at least once a week. “Clothes and accessories”, “3c products and electric equipment”, and “books and audio products” are the top three items among the online shopping list of elementary school teachers. 3.When shopping online, the consumer involvement of elementary school teachers are above average, especially those who are younger, with higher frequency of online shopping, and those who spend more time on surfing the consuming website. 4.Elementary school teachers perceive the value of online shopping well, particularly the functional value that shopping online is without constraint of time and space. 5.Elementary school teachers who have more income, with higher frequency of online shopping and browsing, can perceive the value of online shopping better than other teachers. 6.According to regression analysis, consumer involvement of elementary school teachers shopping online has a significant impact on their perceived value. Teachers with higher product involvement can perceive more emotional value of online shopping; and those with higher purchase involvement can perceive more functional value of online shopping.