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The website quality and risks purchase the will influence to the consumer of study
|關鍵字:||website quality;網站品質;website risk;website purchases the will;shopping website type;network to purchase the experience;on-line shopping;網站風險;網站購買意願;購物網站類型;網路購買經驗;網路購物||出版社:||企業管理學系研究所||摘要:||
This research are applied consumer perceived quality and perceived risk concept to on-line shopping realm, put forward the website quality and website risk concepts, and be divided into the website quality to function quality, relation quality and procedure quality three kinds of different quality to divide into the flock, the further study consumer carries on the on-line shopping, the website quality, website risk and networks purchase the relation of the will, has been is to the website quality, website risk and networks data of purchase the will after analyze, also join the research model analysis for the interference result of the shopping website type and consumer characteristic, hope to have the more thorough understand and know to the consumer on-line shopping behavior by this.
This research with network questionnaire for data collections of way, aim at to once carry on the consumer of the bargain or browse as the object to carry on the inquisition in the shopping website, recover 551 totally, effectively the questionnaire adds up 486.
The data that gain the questionnaire, carry on the factor analysis, regression analysis and cluster analysis, variation analysis and path analysis to examine following four assumption: (1) the consumer on-line shopping is more high the website quality of the perception then the website risk would be more small; (2) the consumer on-line shopping is more high the website quality of the perception then the network purchases the will more high; (3) the consumer on-line shopping is more small the website risk of the perception then the network purchases the will more high; (4) the website quality and website risks will be interference by the shopping website type and consumer characteristic.
Research result detection:
1.Compete value, product assurance, processing speed and safeties can reduce the results risk; The competition value, usage is easy, processing the speed, website design and brand rightses can reduce mental state risk; Compete value, safety and brand rightses can reduce the financial risk; The usage is easy and handle the speed and safeties and can reduce time risk.
2.The website quality that consumer perception go to is more high and raise it carries on the will that network purchase.
3.The website risk that consumer perception go to is more a little to raise it carries on the will that network purchase.
4.Shopping website type meeting interference website the influence of the quality upon the mental state risk; The influence of the consumer characteristic meeting interference website quality upon the results risk and mental state risk.
Key word: The website quality, website risk, website purchases the will, shopping website type, network to purchase the experience, on-line shopping.
|Appears in Collections:||企業管理學系所|
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