網站體驗對消費者購買意願之影響以網站信任為中介變數－以快取寶購物商城為例

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/38254

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/38254

Title:	網站體驗對消費者購買意願之影響以網站信任為中介變數－以快取寶購物商城為例 The Mediating Effects of Consumers Trust to Customers Website Experience and Purchase Intention - A Case Study of CATCH POWER Co.
Authors:	曾瓋篁
Contributors:	國際貿易學系
Keywords:	網站體驗網站信任購買意願 website experience consumers trust purchase intention
Date:	2017
Issue Date:	2017-10-03 11:35:03 (UTC+8)
Abstract:	隨著網際網路發展越來越成熟，使用網路的人也越來越多，許多業者也將其營業方式延伸至網路，甚至是直接由網路發跡，消費者對於網路消費的需求也是日益劇增。為了在這樣激烈的環境中生存，就有業者發想出了快取寶購物商城這樣的新穎消費模式。有鑑於現在的消費習慣已漸轉為網路消費，傳統直接與顧客接觸的行銷手法也漸轉型成透過網路的網站體驗行銷。快取寶不只是改變了傳統的網購交貨模式，也提供了指定門市取貨。消費者除了可以透過網站或APP購買外，也可直接至各門市據點設置的機台進行選購，還可以挑選門市的現貨商品。本研究認為若消費者可以在一站購足所需商品，還可以自由選擇取貨地點，說不定會提升消費者瀏覽網站的機會，進而增加其購買意願。根據研究顯示，網站體驗以及網站信任是使消費者產生購買意願的重要因素，但是快取寶的消費模式對於台灣的消費者而言尚不熟悉。因此，本研究透過現場讓消費者體驗快取寶網站後直接填答相關問卷，再透過統計軟體分析，分析結果顯示台灣消費者對於快取寶的新型網購服務是有正向顯著的效果。 With the internet growth to mature, more and more dealer decided to expand the business on the internet. Due to the increasing requirement of online shopping, dealer comes up with a new shopping mode named CATCH POWER. Since the consumers have changed their habits on shopping, Website Experience networks gradually replaced the traditional marketing skills. CATCH POWER not only changed the way on delivery, but also provides a designated store pick up. Consumers can buy things both on APP and the special vending machines. The research suggested that if the consumers can buy all goods they need on spots as they wish, might increase the willingness to purchase. According to the research, the consumption mode of CATCH POWER is still not familiar with consumers through Website Experience and Website Trust are so important on Purchasing Intention. Therefore, the study is going to allow consumers to answer the questionnaires after experience the site of CATCH POWER by themselves. The result said that consumers in Taiwan are positive on this new service or not through statistical analysis software.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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