| Summary: | 碩士 === 崇右技術學院 === 經營管理研究所 === 104 === Accompany with highly progress of information technology, internet shopping has become important tendency for consumers’ behaviors. However, there still lack of research to illustrate how different scale of shopping portals affect consuming behaviors. Thus, this research verify 2 types of shopping portals: general and professional, to investigate their affections to 5 components of consumers’ behaviors: Purchase motivation, Perceived risk, Price sensitivity, Customer satisfaction and Customer loyalty.
Totally 360 questionnaires were sent and 316 were collected from net shoppers, results indicate that : compare with professional shopping portal, general portal has far more positive affection on purchase motivation, price sensitivity, consumer satisfaction and consumer loyalty, and also has better eliminate consumers’ perceived risks.
Practically, this research proofs that general shopping portals have greater efficiencies on all consumers’ behaviors than professional portals, and could be efficient recommendation for portal runner. Academically, this research indicates that scales of portal did affects consumers’ behaviors significantly, and call further research on scales affection to different consumer areas.
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