| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 106 === With the popularization of the Internet. The rise of Internet has led to e-commerce becoming a very popular business model. People change those habit. Almost everyone has mobile. So use mobile shopping have been greater than the use of computers of Internet shopping. This research we use the mobile shopping platform is SHOPEE. The benefits include low barriers to entry, low cost, user convenience. Caused more and more people to join it. Full-time SHOPEE sellers grow substantially. As more and more consumers use mobile shopping. The problems are gradually increasing, for example interface operation is complicated, purchase process is in doubt, interface design is poor, information asymmetry between buyers and sellers. This research we use “online shopping behavior model”. First, we using the
questionnaire collect data, then using regression analysis for research the relationship between online purchase behavior and purchase. At last we organize consumer demand and suggestions, improve the mobile shopping platform.
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