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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/23666


    题名: 網路成癮對消費者團購意願之影響－以害羞為干擾變數探討之
    作者: 徐永昌
    贡献者: 國際貿易學系
    关键词: 網路成癮
    internet addiction
    害羞
    shyness
    網路團購
    online group buying
    日期: 2012
    上传时间: 2012-11-06 09:31:53 (UTC+8)
    摘要: 隨著網路的普及和發展，造就了電子商務興起，不但改變了企業經營的模式，也改變了消費者的購物習慣，而網路團購，正是其中一種新興產業。但在激烈的競爭環境下，網路團購業者如何有效針對目標顧客群，推出適當的行銷策略，將變成經營的一大課題。是故，本篇論文主要目的在於了解消費者之網路成癮對於其網路團購意願是否有所影響，同時將害羞特質視為干擾變數並納入討論，以期釐清消費者之網路成癮和害羞特質兩者對於網路團購意願之關係。
    本研究採用調查法，並透過問卷發放方式進行資料收集。分析驗證結果發現，具有網路成癮之消費者，擁有較佳的網路團購意願；而害羞特質之干擾效果呈現顯著之結果。由此可知，網路團購業者在推出新商品時，應考慮具有網路成癮之消費者特徵，制定適當的行銷策略，藉此提高其網路團購意願。
    此外，在害羞特質為干擾變數方面，根據本研究之發現，消費者之網路成癮特徵對於其網路團購意願之影響，會因害羞特質而所有差異，當消費者具有害羞特質，且同時具有網路成癮之消費者，較不具有網路成癮者有較高的團購意願。

    With the rapid growth of the Internet, Electronic Commerce become a inevitable trend. It changes not only the way business run, but also the habit of consumer. Online group buying is one kind of the Emerging industries. In the fierce competition, how the online group buying business aim the target customer effectively and make the right marketing strategy, have become a important issue. The purpose of this paper is to understand the internet addiction of customer and the purchase intention of online group buying, shyness also play the moderating role in this paper in order to see the relationship of internet addiction and shyness to the purchase intention of online group buying.
    In this research, we used a survey that with self-administered questionnaire to collect data. The results of this study show that the customers with internet addiction have better online group buying purchase intention. Shyness has significant moderate impact on both the customer’s internet addiction and purchase intention. Our findings support that business should consider the customer’s internet addiction, and make the right marketing strategy, in hence to rise the purchase intention of online group buying.
    In addition, shyness as the moderating role, our findings support that different levels of shyness, different levels of internet addiction have significant interaction impact on purchase intention. When customer is internet addiction, with shyness, the purchase intention is high.
    显示于类别:[國際貿易學系所] 博碩士論文

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