Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/17959
標題: 人格特質、認知風險與涉入程度對於大學生使用網路消費意願之研究
The Influence of Personality, Perceived Risk and Involvement on Acceptance of Online Shopping for College Student of Universities
作者: 張恒瑋
Zhang, Heng-Wei
關鍵字: Personality characteristic;人格特質;perceived risk;Involvement;structure equation model;認知風險;涉入程度;結構方程模式
出版社: 應用數學系所
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摘要: 
台灣社會的發展與進步迅速,使得網路消費行為逐漸大眾化,成為多數消費者除了直接進行實體消費的另一種選擇。本研究的目標在於如果能了解影響消費意願的因素為何,便能使業主們進一步擬定適當的電子商務決策。
本研究主要探討中區四所大學院校的學生,其人格特質、認知風險與涉入程度對於網路消費的使用意願。總共取樣334份有效問卷,並利用結構方程模式驗證本研究的研究架構。其研究結果如下:
(1)人格特質對消費意願有顯著正向之影響。
(2)人格特質對渉入程度有顯著正向之影響。
(3)渉入程度對消費意願有顯著正向之影響。
(4)認知風險對消費意願有顯著正向之影響。
(5)涉入程度具有中介效果。

The fast development of society in Taiwan gradually makes the consuming behavior of network more popular. It becomes another choice for most consumers that consume directly. The purpose of the study is that if we can understand the influential factor of consuming will, then it will let the businessman set up further the suitable policy of E-commerce.
Inquire into four students of university, the students personality characteristic, perceived risk with get involvement for network consume of usage will. Altogether take a sample 334 valid questionnaires. The research is using SEM Method. The conclusions are as follows:
(1)Personality characteristic has positive direct impact toward to the consumption.
(2)Personality characteristic has positive direct impact toward to the involvement.
(3)Involvement has positive direct impact toward to the consumption.
(4)Perceived Risk has positive direct impact toward to the consumption.
(5)Involvement has mediation effect.
URI: http://hdl.handle.net/11455/17959
其他識別: U0005-0707200820383200
Appears in Collections:應用數學系所

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