The Internet Store Attributes Influences Towards Consumer Store Choice on the Internet or in the Domestic Stores
陳怡君、劉家駒
E-mail: 9121156@mail.dyu.edu.tw
ABSTRACT
The research is to study the impact of internet store attributes on consumers of store choices. The purposes of this research are: First, to realize which store attributes are important to consumers. Second, how consumers evaluate the importance and perception of store attributes. Third, to investigate the distance between customer perception and evaluation of store attributes influences store choice. Here are main findings from this study: The importance of providing comparing goods, one shop goods, fashionable goods, giving proper suggestions when shop, impressed web site address, discounts, attractive advertisement with reference, and the design of front page and music will influence consumers choose stores on the internet. The perception of consumers about providing comparing goods, interactive communication, and faster shopping procedure will influences customers choose stores on the internet.
To decrease the distance between the attributes of importance and perception from customers on the aspect of interactive communication, illustrating the function of goods and impressed web site address will influence consumers choose stores on the internet. Finally, according to this research, we would like to propose some suggestions for the managers of stores on the Internet:
The characteristics of goods: they should provide inductive price, high quality products, and all kinds of goods as possible. The characteristics of Internet: they should provide the functions of comparing goods and searching latest information. The characteristics of services: they should provide all possible ways of payment, service after trade, and channels of interactive
communication. The characteristics of convenience: they should provide impressed web site address and faster shopping procedures.
Keywords : store choice ; store attributes ; consumer behavior
Table of Contents
第一章 緒論 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 研究範圍 3 1.4 研究流程 3 第二章 文獻探討 2.1網路商店 4 2.2消費 者行為理論 7 2.3商店印象 11 2.4商店選擇 18 2.5顧客滿意度 28 第三章 研究方法 3.1研究架構 32 3.2研究假設 33 3.3名詞之 操作性定義 44 3.4問卷設計 46 3.5研究對象 50 3.6分析方法 50 第四章 統計分析與討論 4.1樣本特性分析 52 4.2網路商店屬性 的重視程度與消費者商店選擇 關係之研究 59 4.3網路商店屬性的知覺程度與消費者商店選擇 關係之研究 64 4.4網路商店屬 性的重視程度與知覺程度對消費者 商店選擇關係之研究 77 4.5網路商店屬性的重視程度與知覺程度的差距與 選擇商店之關 係 78 4.6網路商店的屬性與消費者對風險與逛街購物的 態度對消費者商店選擇傾向關係之研究 85 第五章 結論與建議 5.1研 究結論 96 5.2管理實務建議 106 5.3後續研究之建議 108 5.4研究限制 108 參考文獻 109 附錄 118
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