The Study of Consumers’ Behavior Intention for Buying in Internet Bookstores

• Main Authors: Wang, Mei-Ping, 王美蘋
• Other Authors: 林錦郎
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/45436826234083103350

碩士 === 高苑科技大學 === 經營管理研究所 === 103 === Internet is essential for a modern consumer shopping access, and book has been one of the most popular online shopping goods. This study verify " Consumers’ Behavior Intention for Buying in Internet Bookstores " mode by compilation of relevant literature, questionnaire survey and Theory of Planned Behavior (TPB) as research infrastructure basis. In this study, obtains 481 valid questionnaires by working on objects of experienced Internet book-purchasing in Kaohsiung region with convenient sampling questionnaire and analyzes through SPSS, AMOS and linear structural equation (LISREL) assays.The study result shows that factors influence behavioral intention in consumer Internet book- purchasing are attitude, subjective norms and perceived behavioral control which are positive and significant. Among three factors on behavioral intentions, the most influential factor is "Attitude", the following is "subjective norms" and then is "perceived behavioral control". In "attitude", the influence of "personal stakeholders' is greater than" social stakeholder ". In “subjective norms”, the influence of “the main group” is greater than" sub group ". The influence of "convenience" is greater than "self-ability" in “perceived behavioral control” Based on empirical results of this study, suggest relevant suppliers to integrate the internet resources to offer the latest books news based on consumer preferences, special offer to expand the influence of peer and colleagues, adding books reviews to increase customer understanding of goods, and providing more convenience ordering process, so that consumer can buy books subject to their own preference to increase the intention in network book-purchasing.