| Summary: | 碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 106 === Nowadays, the features and functions of smartphone become more advanced because lots of software manufacturers developed useful applications for smartphone and the price of smartphone plunged considerably. Thus, smartphone replaced traditional phone nowadays. Moreover, lots of distributors and companies focus on mobile shopping because of the low operating cost. In Taiwan, most of college students had mobile shopping experience. Therefore, this study is to analyze the mobile shopping behavior of Taiwanese college students. Our result is especially crucial to online retailers, such as Yahoo, eBay, PC home, Shopee, which are popular Taiwanese online shopping platforms.
Our findings show that Taiwanese college students prefer mobile shopping to store shopping and searching for products information is their major behavior when conducting mobile shopping. Moreover, degree of products involvement is correlated with level of mobile shopping usage among Taiwanese college students. As for location, they prefer to conduct mobile shopping at home.
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