| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 106 === Owing to new technological advances and growing Internet popularizing rate, online shopping has become an important channel for consumers to purchase goods and the importance of online information has also been strengthened. Previous research on consumer behavior mainly focused on shopping motivation and attitudes rather than specific group of customers. In this study, used LCA and the chi-square test to explore the relationship between U23 consumers' digital lifestyles, marketing and community information searching behavior and online shopping behavior.
The main experiments and results were as follows
(1) Lurkers are willing to use digital technology and their online shopping frequency and amount are both high.
(b) The more active their digital life are, the more dependent on marketing and community information. Those with heavy marketing information reliance tend to be heavy online shopping users, however community information dependency is not significant related with online shopping behavior.
(3) The most important marketing information source for subjects are official website and the price information. As for the community information are score and comments on social media.
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