The Effects of Website Characteristics and Product Characteristics on Online Purchase Intentions－A Study of the Elementary School Teachers in Yun-lin County

• Main Authors: Li-Mei Hsu, 許莉玫
• Other Authors: Jui- Mei Yen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6hs4fx

碩士 === 康寧大學 === 企業管理研究所 === 103 === Following the global electronic commerce flourished that causes many enterprises set up and involve with websites in order to search business chances. To prompt customer’s “buying intensions” strategies that must conduct website characteristics and product characteristics to provoke customer’s buying intensions. The purpose of this study is to explore the effects between website characteristics and products characteristics on buying intensions while the teachers of Yunlin County elementary schools buying through websites. This study applied the questionnaire of purposive sampling to sample the Yunlin county elementary schools teachers. Among the distribution of total 384 questionnaires, after received total 375 copies and filtered the invalidation questionnaire then the retrieving percentage is 97%. The collected data has been analyzed by the statistical methods, as the followings: (a) means, (b) standard deviation, (c) T-test, (d) one-way analysis of variance, (e) Pearson product-moment correlation, and (f) regression analysis. The results are as the following: (1)The different demographic variables are part of significance difference on buying intensions. (2)The website characteristics are significance influences on buying intensions. (3)The product characteristics are significance influences on buying intensions. The suggestions of this paper as the following: (1)The websites of platform designing should be required innovations and combined with new technologies. (2)Conduct promoting brand, brand marketing, and make a difference with competition.