| Summary: | 碩士 === 國立高雄科技大學 === 資訊管理系 === 107 === In recent years, with the development of smart phones and the Internet, online shopping has become more and more popular in Taiwanese’ life. According to the official survey, the production value was more than 1,006.9 billion in Taiwan e-commerce market in 2015, which was 15.89% higher than 2014. Even more, up to 1,127.7 billion in e-commerce market of 2016, which was 12% higher than 2015. Obviously, online shopping has become part of our life.
On the other hand, survey which dedicated on people who shopping online pointed out that 37 % of female get information by their smart phone when they were shopping, while man got only 27.1 %. As for people who sopping online frequently, female was 30.4% while men was 23.1%.
Following the results of above surveys, this study is aimed at women ages 20 to 40, and what are the factors that influenced their online shopping intention.
The study is focus on the top about women’s online shopping intention. The uses and gratifications theory is the base theory and factors about "self-efficacy", "trust", "Privacy" "Safety", "price" are added in the research model. Questionnaire are conducted in the study and PLS is used for data analysis. The results showed that:
1.The " entertainment " of online shopping has a positive impact on women's online shopping intention.
2.The " convenience " of online shopping has a positive impact on women's online shopping intention.
3." Self-efficiency " has a positive and significant impact on women's online shopping intention.
4." Price " has a positive and significant impact on women's online shopping intention .
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