| Summary: | 碩士 === 健行科技大學 === 企業管理系碩士班 === 103 === The main purpose of this study is to investigate the factor and influence of the sixth-grade students’ online shopping behavior. The study object is eight sixth-grade children of L elementary school in Chungli city, Taoyuan District. This study takes an in-depth interview approach for collecting the online shopping experiments of sixth-grade students. The analyzed dimensions include the internal factors, gender, sibling and his/her order, and family structure; external factors, allowance, the relationship with same generation, and communication media; and other factors, economic benefit, who is hardly distracted by others, needs of being respect and self-fulfilling. The result comes out that children get in touch with computers and the internet earlier than before, and therefore also do online shopping earlier; parents’ attitude and money support impact grately on the children’s online shopping behavior; for now classify the sixth-grade children’s online shopping behavior into the rational type, the imoulsive type, and the type who seek advice from all sides. For children, the advantage of allowance and family structure which are the influences of the online shopping behavior is convience, and its preference is influenced by the relationship with same generation and communication media.
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