| Summary: | 碩士 === 南臺科技大學 === 企業管理系 === 107 === In order to understand the Taiwanese consumer marketing environment for online shopping so I create a new business opportunity. The biggest difference between online shopping and traditional purchasing methods in selling food is that consumers can't see and touch the goods with their own eyes. Due to the competition in the market, traditional operators would like to promote their goods through the Internet. If the trader would like to stand out from all the competitors, they have to create a social networking site. Hence, the very first step of them has to recognize which factors are affecting consumers' willingness to purchase online.
The purpose of this study is to explore the behaviour of consumers purchasing ready-to-eat food package online. Based on consumer behaviour, this study explores the different types of consumers about their preferences, reasonable prices, and purchase behaviours of purchasing online.
SPSS for Windows 22.0 was used for data analysis in this study. The contents included descriptive statistics, independent sample t-test, single-factor variance analysis and chi-square test as the analysis method of questionnaire data.
Questionnaires were used to collect data in this study. A total of 522 questionnaires were sent to the population over the age of 20, and 364 valid questionnaires were used. The results of the study showed the products, prices and promotion schemes in the demographic variables have a significant impact on online purchase behaviour, and consumers with different online shopping experiences have significant differences in various online purchase behaviours. Finally, there are some suggestions which are provided to the field and follow-up researchers for reference.
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