網路購物習慣之影響因素:整合交易成本、主觀規範、體驗行銷論點

Tunghai University Institutional Repository > 管理學院 > 高階經營管理碩士在職專班 > 碩士論文 > Item 310901/11271

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/11271

Title:	網路購物習慣之影響因素:整合交易成本、主觀規範、體驗行銷論點
Other Titles:	The Antecedents of Online Shopping Habit-The Transaction Cost, SubjectNorms, and Experience Marketing Perspective
Authors:	吳姿慧 Wu, Tz-Huei
Contributors:	張國雄博士 Chang, Kuo-Hsiung 東海大學管理碩士在職專班
Keywords:	信任;交易成本;網路購物習慣;主觀規範;體驗行銷 Trust;Transaction Cost;Online Shopping Habit;Subject Norms;Experience Marketing
Date:	2011
Issue Date:	2011-10-12T15:51:43Z (UTC)
Abstract:	關於網路購物的研究，多半是從單一構面來作為探討的標的，例如：從交易成本觀點來研究消費者的消費行為；或是從信任的角度來探討影響網路購物的因素。而較少有一整合性架構來探討影響網路購物的原因；再者，鮮少討論到「網路購物習慣」對於網路購物行為之影響，究竟消費者上網購買商品的習慣是從何培養而起，本研究即是針對這個部份作為研究主題，並整合交易成本、主觀規範及體驗行銷三個觀點形成研究架構。本研究採問卷調查法，共計215位受訪者作為樣本進行實證分析。研究結果顯示交易成本與體驗行銷和網路購物習慣呈現正向關係；主觀規範和網路購物習慣目前未能證實具有正向關係。其中，體驗行銷是影響網路購物習慣最大的因素。最後，若是網路購物習慣建立，消費者之重覆再購意圖也越高。關鍵字：網路購物習慣、交易成本、信任、主觀規範、體驗行銷。 Most of the researches of shopping online were studied by one-dimensional, for examples, studying the customers’ consumer behavior from the point of view of transaction costs or studying the effect factors of shopping online from the point of view of trust. There are not many researches that studying the reasons of shopping online by architecture of integrated systems. Also, researchers seldom discuss the effects of shopping online by “habit.” How do customers buy goods on the Internet that become their habit?This study is based on this part to be the research subject, and combine the transaction costs, subjective norms, and the experience of point marketing. This study is by questionnaire survey that 215 respondents as samples to research and verify. The result showed that transaction costs, the experience of point marketing, and the habit of shopping online are positive relationship; however, subjective norms and the habit of shopping online cannot be proved that they have positive relationship.Finally, as soon as the habit of shopping online has been established, the customers’ repurchase intention will be more and more.Keyword: Online Shopping Habit, The Transaction Cost, Subject Norms, Experience Marketing, Trust
Appears in Collections:	[高階經營管理碩士在職專班] 碩士論文

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