| Summary: | 碩士 === 中山醫學大學 === 健康餐飲暨產業管理學系碩士班 === 105 === As the Internet has developed, more and more people have tended to perform their shopping online. Online shopping is not only convenient but also easy to perform. According to Taiwan’s National Development Council (NDC), in 2015, the average amount spent online per person in Taiwan was NT$26,000, and this consumption grows by approximately 80% every year. Therefore, in research on web commerce, service is the most crucial factor for consumers. For online shopping in particular, focusing on quality in the e-servicescape to attract consumers and gain their trust and agreement is vital. The Kano model combined with their e-service. Although not many studies regarding the habits of heavy or light online shoppers have been performed, the NDC statistics reveal that most profits generated by online sales are due to heavy users. The purpose of this study was to distinguish between heavy and light users and analyze their different effects on the e-servicescape. Whether website trust affects consumer purchase intention was also investigated.
This study was based on a web survey of online shoppers that employed a Likert Scale to collect responses and structural equation modeling to analyze the relationship between items. Heavy and light users were found to have different online shopping habits. Although this study mentions only the e-servicescape, its results not only provide a reference for online shop owners and web designers, but also reflect the importance of the e-servicescape. Therefore, managers can refer to their service quality to determine what is necessary, maintain fulfillment of consumer needs, and design various products that attract more consumers. The results of this study can serve as a reference for online retailers when they are devising an optimal marketing strategy.
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