Chapter 5 Conclusions and Implications
5.3 Future Research
5.3 Future Research
In addition to some limitations, this study provides some directions for future research. First of all,
one important area for future research is to explore gender differences concerning utilitarian and
hedonic values of web-based shopping by culture. Suh and Kwon (2002) suggested that consumers
from different cultures have different attitudes, preferences and values, thus consumers with different
cultural background may have different attitudes toward computer-mediated consumption. It is
interesting to see how the results of this study would vary in different cultural settings. Second, data
for this study was collected from students in Taiwan’s universities, it is interesting to duplicate the
40
study in other consumer market segments (i.e. age, education, income) to test the generalization of
findings. Last, study findings provided preliminary evidence concerning the relationships between
online shopping values and attitude toward shopping online. Future research can examine these
relationships and other possible factors that may mediate or moderate the effect of shopping values
on attitude toward Internet shopping. Despite the limitations, this study does furnish a fertile
direction for internet marketing.
41
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Appendix A- Measurement Scales
(Respondents were requested to answer the following questions from totally disagreement to totally
agreement on a 7-point Likert scale except for attitude toard online shopping.)
Convenience (Eastlick and Feinberg, 1999; Pui et al., 2007)
1-1 I can buy things whenever I want.
1-2 I can buy things at home.
1-3 Online shopping is convenient to me.
Availability of information (Wolfinbarger and Gilly, 2001; Pui et al., 2007)
2-1 I can get information easily online.
2-2 Internet provides a lot of information.
2-3 Information via internet is the newest.
Lack of society (Pui et al.,2007)
3-1 I can avoid embarrassment when I buy things online.
3-2 Online makes me free from salesman.
3-3 Online makes me free from social interaction.
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Adventure (Arnold and Reynolds,2003 ;Pui et al.,2007)
4-1 Online shopping is an adventure.
4-2 I find shopping stimulating.
4-3 Online shopping makes me feel like I am in my own universe.
Sociality (Arnold and Reynolds,2003 ;Pui et al.,2007)
5-1 I can exchange information with friends online.
5-2 I can develop friendships with other internet shoppers.
5-3 I can extend personal relationship online.
Attitude toward online shopping (Taylor and Todd, 1995)
6-1 Using the Internet to buy things is a good idea.
6-2 I like the idea of busing what I need via the Internet.
6-3 Using the Internet to buy things is a wise idea.
6-4 Using the Internet to buy things would be pleasant.
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Vita
姓 名：楊易淳
系科職稱：國立交通大學管理科學所博士候選人 學 歷：
1. 國立交通大學管理科學所博士班候選人 2. 國立中正大學行銷管理所畢業
3. 實踐大學國際貿易系畢業
經 歷：
1. 財團法人商業發展研究院研究人員 2. 國泰人壽總公司營業企劃部企劃科員
研究領域：
網路行銷/服務業行銷/服務品牌管理/創新管理
證 照：
1. 托福考試 567 分(ETS)
2. 壽險業務員證照(壽險公會)
52
著 作：
期刊論文：
【Online shopping motivation】
Jen-Hung Huang and Yi-Chun Yang, 2010, “The Relationship between Personality Traits and Online Shopping Motivation”, accepted by Social Behavior and Personality. (SSCI, Accepted and Forthcoming)
Jen-Hung Huang and Yi-Chun Yang, 2010, “Exploring Gender Differences in Adolescents’ Online Shopping Motivation”, accepted by African Journal of Business Management. (SSCI, Accepted and Forthcoming)
【Service-oriented OCB】
Jen-Hung Huang and Yi-Chun Yang, 2010“High-Involvement Human Resource Practices, Affective Commitment and Organizational Citizenship Behavior in Service Setting”, submitted to Service Industries Journal. (SSCI, under revision)
【Organization/HR and innovation】
Jen-Hung Huang and Yi-Chun Yang, 2010, “Human Resource Flexibility, Organizational Culture and Innovation Performance”, submitted to
Industrial Management and Data Systems. (SCI, under review)
Yung-Ching Ho, Yi-Chun Yang, and Cheng-Te Chou, 2007, “The
Application of Competing Values Approach on the Relationship among the
Organizational Culture, Supervisor Influential Power and New Product
Development Performance”, Web Journal of Chinese Management Review,
Vol.10, Issue No.3, pp. 1-30.
53