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標題Title: Determinants of Internet Shopping Behavior: An Application of Reasoned Behaviour Theory
作者Authors: 余泰魁,Wu..等
上傳單位Department: 國際企業系
上傳時間Date: 2009-10-10
上傳者Author: 余泰魁
審核單位Department: 國際企業系
審核老師Teacher: 余泰魁
檔案類型Categories: 論文Thesis
關鍵詞Keyword: Theory of Reasoned Action, Internet shopping behavior, Discriminant analysis
摘要Abstract: Our information society is based on information and communication, and is evolving away from the traditional mass media toward a more interactive collection of information and commercial interfaces represented by the modern Internet. Using a questionnaire survey, this study examines consumer shopping behavior and attitudes toward internet shopping. Its data was obtained from 693 consumers across Taiwan to test the research model through a field study. The most important findings are: 1) in the integration model, attitude toward the behavior and subjective norms are significant discriminators; 2) in the factor model, store service image and minor reference group show higher discriminatory ability. The merchandise’s basic nature, shopping reliability and facility and major reference group present good discrimination. All of those factors were significant discriminators. Implications for practice and future research are discussed.

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