| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 102 === As a result of today's advanced technology, network has become a very important and promising market in the future. A battleground for enterprises to create profits as well. Nowadays, the market segment is diversified, and costumer’s choice is affected by corporeity’s image. Moreover, the online stores are virtual stores, and customers are unable to go inside and select products directly like they do in physical stores. Thus sellers’ network visibilities become a key factor that attracts the attention of customers. How customers choose their ideal online shops is not only a question to all manufacturers, but also one of the many challenges the corporate will face in the future. Customers’ own self-construal also plays a very important role in their purchasing behavior.
This research uses Tatung University students as subjects; it focuses on the effects of the network seller’s reputation and country of origin on purchase intention. It also focuses on the independent self or the interdependent self as moderator variable. Total 368 subjects based their judgment on online shopping evaluation, ranked the online sellers from 1 to 12.：1 represents low evaluation, 12 represents high reputation seller. This study adopt a 2 (seller reputation: high / low) X 4 (country of origin: Apple (United States), Samsung (Korea), HTC (Taiwan), Mi (China)) X 2 (self-construal: The independent self / the interdependent self) between-subjects factorial design.
In conclusion the sellers’ reputation and country of origin does affect consumer buying intention, and then the consumer's own self-construal affects consumers' purchasing behavior. Self-construal does moderate the effect of the country of origin on consumer purchase intention; however, the seller reputation and construct consumer self-construal moderate the effect of seller reputation on purchase intention in not significant.
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